by InTrieste
A new food corner at Mercato Metropolitano offers visitors a selection of products from Friuli Venezia Giulia, including San Daniele prosciutto, regional wines and frico.
Friuli Venezia Giulia has opened a new space dedicated to its regional food and wine products at Mercato Metropolitano in London’s Mayfair, expanding an initiative to introduce the northeastern Italian region’s culinary traditions to an international audience.
The opening took place on Oct. 8 in the presence of Massimiliano Fedriga, the region’s governor, Nicola Allieta, chief executive of Mercato Metropolitano, and Iacopo Mestroni, director general of PromoTurismoFVG, the region’s tourism promotion agency.
The initiative is part of “Frico Very Good,” a project developed in collaboration with Mercato Metropolitano to promote the region’s food producers alongside its cultural heritage and tourism offerings.
The new space allows visitors to sample and purchase a range of regional specialties, including San Daniele prosciutto, cheeses and frico, a traditional dish made primarily with cheese and potatoes. Regional wines and spirits are also available at the market’s bars.
Other products include honey, olive oil, balsamic vinegar, traditional gubana cake, liqueurs and truffle-based specialties.
The project brings together a group of regional producers, including Casa del Prosciutto Alberti, Cucina di Carnia, Distilleria Buiese, Azienda Agricola Pomis, Paolo Rodaro winery, Parovel, Apicoltura Comaro, Acetaia Midolini, I Macoritti, Mamerie and Dorbolò Gubane.
“Frico Very Good” plans to establish the Io Sono FVG regional brand at three Mercato Metropolitano locations: Mayfair, Elephant & Castle and Wood Wharf. The first kiosk opened on Sept. 3, with the Mayfair inauguration marking the next stage of the project.
Speaking at the opening, Fedriga said the initiative was intended to connect food promotion with tourism, introducing consumers not only to regional products but also to their origins, production methods and cultural significance.
Mercato Metropolitano, an international operator of food markets, reports about 12 million visits annually across its locations and serves approximately five million customers. Its London sites include Mayfair, Canary Wharf and Elephant & Castle, attracting both residents and international visitors.
The Mayfair location places the regional products in one of London’s higher-income districts, near the West End, an area that draws millions of visitors each year.
During his visit to London, Fedriga also inspected a site near Piccadilly that could potentially host another Mercato Metropolitano location. If the project proceeds, it could provide an additional venue for promoting Friuli Venezia Giulia’s food producers and tourism offerings.
The regional government has presented the London initiative as part of a broader effort to expand the international visibility of local businesses and encourage visitors to explore the region itself.
The project’s longer-term impact will depend on its ability to establish a sustained presence for regional products in the British market and turn interest in its cuisine into wider awareness of Friuli Venezia Giulia as a destination.
