Speciality Food Magazine -November/December 2025

sharingmeals, slowing down, and enjoying the process. We offer a small upgrade that delivers on both quality and experience, without asking consumers to compromise.” “Fine food shoppers are as discerning as ever,” agrees Sally. “They still want pasta that delivers exceptional taste and texture, distinctive shapes, and clear provenance. Alongside this, there is a strong trend towards high-fibre and high-protein options. At Garofalo, we see shoppers choosing pasta as the hero of the meal. They are looking for distinct shapes, bronze-drawn texture, and the assured quality of premiumdurumwheat.” The value of provenance “Discerning shoppers are increasingly looking for pasta that offers authenticity, provenance and premium quality – not just a basic 28 Focus on provenance, simplicity and the brilliant work that the producers do. Let the quality speak for itself @specialityfood A WHOLESALER’S PERSPECTIVE WHAT DOES ITALIAN FOOD REPRESENT TO UK CONSUMERS? Italian food has always stood for comfort and connection. My parents came to the UK from Italy in the 1950s and built their lives around sharing good food – it was how they stayed connected to home and brought people together. I think that sense of warmth, generosity and authenticity is what still draws people in today. HOW IS THIS EVOLVING? When we first opened our shop, people knew the basics - spaghetti, Parmesan etc. Now customers are incredibly knowledgeable. They ask for things they know and like, such as Parmigiano Reggiano, or specific regional olive oils. There’s a real curiosity about where food comes from and how it’s made. It reminds me of Italy itself – where provenance and quality are everything. WHAT ARE YOUR BEST- SELLING ITALIAN PRODUCTS YEAR-ROUND? Fresh pasta is always top of the list, then there are the classics: we have over 100 cheeses, 70 salumi, 150 wines, and countless pantry staples, all hand-picked by me and my team from small producers across Italy and beyond. Delicious options like Prosciutto Crudo, Gorgonzola and Mortadella are sliced to order, so nothing goes to waste and everything tastes its best. Our olive oils are staples too. My parents always said that if you start with great ingredients, you don’t need to do much more: and that’s something we’ve kept true to at Valentina. HOWABOUT SEASONALLY? Christmas is always special for us – panettone and pandoro have been part of our shelves since the beginning and we’re pretty sure we have the largest collection of panettone in London, ensuring we cater for every taste and dietary requirement- we even have a new Dubai Chocolate flavour this year! In summer, it’s all about antipasti – Burrata, marinated artichokes, sun-dried tomatoes, focaccia, and a bottle of wine. Easter brings Colomba cakes and handmade tiramisu. We try to keep those Italian traditions alive at Valentina. ARE THERE ANY UNSUNG HEROES THAT DESERVE SOME TIME IN THE SPOTLIGHT? I’d say Buffalo Mozzarella. Everyone thinks they know what Mozzarella tastes like from the packs they buy in the supermarket, but true Buffalo Mozzarella is another thing entirely. The flavour is rich and slightly tangy, the texture is creamy and delicate: it’s a completely different experience. Once people try the real thing, they never go back! HOW SHOULD BRITISH RETAILERS TELL THE STORY OF GREAT ITALIAN PRODUCE? Tell the human stories. Every product has a family behind it – just like ours. Retailers can do the same: focus on provenance, simplicity and the brilliant work that the producers do. Let the quality speak for itself. WHAT’S IN THE FUTURE FOR THE ITALIAN FOOD SECTOR IN THE UK? I think it’s heading back to its roots – smaller producers, true regional specialities, and transparency about where things come from. There’s huge appreciation for authenticity and for the traditional kind of Italian family values. At Valentina, we’ll keep honouring that tradition while showing how Italian food can still evolve and excite new generations. Bruno Zoccola, owner of Valentina’s Foods, shares his expertise from the front line of Italian food and drink Food with heart Of course, taste has to be the most important factor when it comes to stocking – and enjoying – great Italian food, but story also plays a key role. Consumers are becoming increasingly interested in the regionality of Italy –what produce comes fromwhere, and the stories behind those items – and are willing to pay a premium for food with proven provenance and a story they can connect with. Another important cornerstone of any high quality product these days is sustainability, with consumers becoming increasingly of its markers. “More than ever, shoppers want to align with brands that reflect environmental and ethical values” says Becky Gill, national account manager at Emilia’s Pasta. That includes responsibly sourced wheat, minimal packaging, and shorter supply chains – all of which reduce the product's environmental footprint.” Suma also invests heavily in sustainability to not only support the farmers supplying them, but also cater to the growing demand for genuinely sustainably-produced food. “Suma’s Italian range reflects our belief that good food should be done fairly,” explains Sophie. “We work with Italian farming co-operatives and small producers who share our values of sustainability and fair pay.” Suma’s best-selling Italian products? “Our best-sellers include organic pasta (including gluten-free options), a huge range of tomato products, and conventional and organic olive oil. All everyday staples that deliver consistently on taste and provenance,” she says. The power of pasta Pasta is undoubtedly the king of Italian foods in the UK, and the British shopper is becoming increasingly discerning. “The retail pasta sector is undergoing a noticeable shift – from a commoditised pantry staple to a premium, values-driven category. Today's shoppers are far more informed and intentional about what they buy, and pasta is no exception,” says Becky. “It turns everydaymeals into something memorable by bringing restaurant-quality into the home. It's affordable luxury – for just a few extra pounds, you get a product made with real craft and heritage. It's a simple way to treat yourself and your family without overspending. Pasta is about more than just food. It's about “Consumers continue to move beyond the basics of spaghetti and penne to explore regional specialities such as Mafalda Corta, Paccheri, and Orecchiette, and are actively seeking authentic DOP ingredients,” explains Sally. “At the same time, there is growing interest in healthier pasta options such as wholewheat and now high-protein varieties. That balance of health and indulgence is driving real innovation in the category. Garofalo’s forthcoming High Protein Pasta, launching in November 2025, reflects this evolution perfectly. It is a truly innovative high-protein pasta made solely from wholewheat, with no additional ingredients added to increase the protein level of the final product. This is made possible through a groundbreaking ingredient developed by one of Garofalo’s partners via a specific and advanced milling process.” THE FUTURE OF PASTA