The notable name on this faded sign isn't Santoro, it's scali. This sesame-seeded, often-braided Italian bread seems to have been born in the North End of Boston; nowadays scali is found in the Midwest, too. Why the name, I don't know for sure. One thought on Chowhound, however, is that especially protuberant braids might once have been perceived as "steps" — "scali," in Italian. Perhaps the loaves in question were displayed standing on end.
Santoro Bakery
Surviving painted sign seen on Cambridge St. near 5th St., Cambridge, Massachusetts
(From an August 2011 visit)
