By Lori Fredrich Senior Food Writer, Dining Editor, Podcast Host Published Feb 08, 2016 at 1:00 PM

It’s a sad day for pizza lovers. According to an announcement published this morning on Channel3000.com, James Martin Pedersen has died.

Pederson, best known as the face of Wisconsin-based pizza chain Rocky Rococo’s, was a long-time Madison resident whose style became the heart and soul of the popular pizza brand.

Wooing the public with his white suit, round sunglasses and his distinctive deep voice, Rococo starred in countless commercials through the 1980s and '90s – including the one below -- becoming an indelible part of Wisconsin pizza culture.

Heck, he even made Andy Tarnoff's recent list of Milwaukee-themed Halloween costumes.

Rocky Rococo opened its first location on Gilman Street in Madison in 1974 and quickly became a local institution. Founded by business partners Wayne Mosley and Roger Brown, Rocky Rococo’s became known for its signature pan-style pizza, breadsticks, salad bar and individually boxed slices.

Today, Rocky Rococo boasts 40 locations, mostly in Wisconsin, with a corporate headquarters in Oconomowoc.

Lori Fredrich Senior Food Writer, Dining Editor, Podcast Host

Lori is an avid cook whose accrual of condiments and spices is rivaled only by her cookbook collection. Her passion for the culinary industry was birthed while balancing A&W root beer mugs as a teenage carhop, fed by insatiable curiosity and fueled by the people whose stories entwine with each and every dish. She’s had the privilege of chronicling these tales via numerous media, including OnMilwaukee and in her book “Milwaukee Food.” Her work has garnered journalism awards from entities including the Milwaukee Press Club. 

When she’s not eating, photographing food, writing or recording the FoodCrush podcast, you’ll find Lori seeking out adventures with her husband Paul, traveling, cooking, reading, learning, snuggling with her cats and looking for ways to make a difference.