In southern Italy, two nonagenarians have become unlikely figures in a growing social media movement that celebrates the lifestyle and values traditionally associated with Italian grandmothers. Grazia Incampo, 90, and Teresa Calia, 88, longtime friends and collaborators at the Antico Forno Santa Caterina bakery in Altamura, have garnered attention by sharing glimpses of their daily routines, which emphasize home-cooked food, strong social bonds, and sustainable living.

The trend, often referred to as “nonna-maxxing,” highlights a way of life centered on wholesome cooking, close-knit friendships, and embracing aging with grace. Videos featuring Incampo and Calia often capture their laughter-filled pasta-making sessions, preparing large dishes rich with fresh ingredients like cheese, meats, tomatoes, and olive oil, alongside lighthearted moments such as attempting to reduce alcohol consumption.

At the bakery, Incampo plays a key role in maintaining and preserving traditional recipes, according to bakery co-owner Giacomo Barattini. The pair exemplify a lifestyle that values thriftiness and resourcefulness, adhering to practices such as minimizing food waste and reusing ingredients effectively. Incampo’s approach to food and life reflects the ethos of past generations, when postwar hardships necessitated careful stewardship of resources.

This generational connection to food culture resonates beyond Italy. In Toronto, 86-year-old Elda Sirizzotti, who emigrated from Italy, continues to uphold strict homemade culinary traditions from the Ciociaria region. Her granddaughter, Alessandra Requena, manages Sirizzotti’s social media presence and incorporates these cooking fundamentals into her own dietary habits, illustrating how such traditions can be adapted and sustained across borders.

Experts note that the various elements of this lifestyle—home cooking, strong social relationships, and active engagement—carry notable health benefits. Susanna Mills, a public health consultant based in the United Kingdom, points out that home-prepared meals often contribute to healthier diets compared to processed food consumption. Similarly, research from Yale professor Becca Levy supports the idea that positive attitudes toward aging can help mitigate declines typically associated with growing older. The vitality and independence exhibited by the women, including Sirizzotti’s use of olive oil for culinary and skincare purposes despite health challenges, serve as tangible examples.

Both Incampo and Calia emphasize the importance of family support and maintaining an active, engaged daily life. Their social media presence does more than entertain; it offers a counter-narrative to stereotypes of aging, portraying it instead as a stage of continued productivity, connection, and joy. Incampo’s philosophy is succinct: “Problems are everywhere... Don’t worry, they are always sorted out.”