by InTrieste
At a bustling food hall in London’s Mayfair district on Monday evening, the region of Friuli Venezia Giulia unveiled a new culinary outpost designed to introduce British audiences to its wines, cheeses and centuries-old traditions.
The initiative, called “Frico Very Good,” is a collaboration between the regional government, PromoTurismoFVG and Mercato Metropolitano. Over the next two years, a dedicated corner inside Mercato Metropolitano Mayfair will showcase products from Friuli Venezia Giulia, part of a broader effort to strengthen the region’s presence in the British market through food tourism and exports.
“We are bringing the soul of Friuli Venezia Giulia into the beating heart of London,” the regional governor, Massimiliano Fedriga, said during the launch event.
At the center of the project is frico, the crisp cheese-and-potato dish that dates back to the 15th century and is widely considered one of the region’s signature foods. Organizers described it as both a symbol of tradition and a canvas for contemporary interpretations, including fusion variations created specifically for London’s international clientele.
The opening is part of a wider marketing strategy aimed at transforming regional cuisine into a gateway for tourism. Mercato Metropolitano’s London venues attract roughly 12 million visitors annually, regional officials said, offering producers from Friuli Venezia Giulia unprecedented visibility in one of Europe’s most competitive food capitals.
Companies featured under the regional brand “Io sono Friuli Venezia Giulia” include Rodaro, Cucina di Carnia, Pomis, Lovison, Casa del Prosciutto Alberti and Buiese — part of a network that now connects more than 700 businesses under a single regional identity.
Officials said the initiative would soon expand beyond Mayfair to other London neighborhoods, including Canary Wharf and Elephant & Castle, as Italian food exports to Britain continue to grow despite post-Brexit trade complexities.
Addressing the crowd gathered in London, Fedriga invited guests to see the tasting not as an end point, but as an introduction. “We hope this evening is only the first step of a journey,” he said, “one that will eventually bring you to Friuli Venezia Giulia itself.”
