Speciality Food Magazine -November/December 2025

specialityfoodmagazine.com 29 ITALIAN FOOD & DRINK pantry staple, but a product with real craft and story behind it,” Becky explains. “Shoppers are prioritising origin and traceability; they want to knowwhere their food comes from.” “Emilia's retail pasta has been developed specifically with the discerning shopper inmind - someone who values authentic flavour, traditional methods, and sustainable values. Our pasta is produced in the birthplace of dried pasta, by a small facility that honours centuries-oldmethods. With PGI status, this region guarantees a level of quality and tradition that today's shoppers are actively seeking.” Fine food shoppers are familiar with checking out the backs of packs in the hunt for a short, clean list, and Emilia’s Pasta delivers on this front. “Our pasta is made with just two simple, traceable ingredients – 100% Italian durumwheat semolina and water. Both sourced from the Gragnano region, which forms part of our commitment to working with producers who prioritise sustainable farming practises and local supply chains. Our thought-provoking artistic packaging is made from 100% paper, so it is fully recyclable, helping reduce environmental impact without compromising on shelf appeal. “Even in a cost-conscious climate, consumers are still willing to invest in products that offer genuine quality and a rewarding experience” New selling tools There’s an increasing understanding, too, for the artisanal techniques that go into a lot of traditional Italian food and drink. “There's also a growing appreciation for artisanal techniques We’re a teamof food lovers, so everything is quality-tested “We’re proud to offer a slice of Italy in the Suffolk countryside” The team at Reuben’s has always been hugely inspired by Italian delis and larger destinations like Eataly, and we wanted to bring the products that had previously only been available in London to Suffolk. We work directly with a lot of suppliers who we meet at trade shows, and their excitement and passion rubs off on us; we’re proud to be offering a little slice of Italy tucked away in the Suffolk countryside, in some cases selling products that haven’t even reached London yet. We even sell an olive oil made by a local family who have an olive farm in Italy. We don’t have a lot of space to play with, but our Italian section is the largest we have because there’s such a demand for it – people get excited about spending a little more on an artisanal pasta and sauce; it doesn’t cost a lot, but it’s a meal they look forward to preparing and eating. Alongside incredible pastas and sauces, we sell jarred vegetables like slow-cooked aubergines and peppers, and really lovely sun dried tomatoes – plus indulgences like cannolis and Italian chocolates. We’re a team of food lovers, so we make sure to quality test each of the products we sell – if something on our shelves is four or five times the cost of what someone can get in the supermarket, we have to be able to justify that. It would be awful for a customer to spend that money then be disappointed by the experience when they get home. Jack Wolff-Evans of Reuben’s in Melton, Suffolk, brings his team’s foodie excitement and hunger for Italian discoveries to a loyal audience