Producers in Italy seeking to promote the quality of their fresh fruit and vegetables have planted new roots in London with the opening of a new independent grocery store selling food sourced exclusively from the country.
The shop, called Italian Farmers, is part of a franchising initiative backed by farming association Coldiretti's Campagna Amica (Friendly Fields) foundation, which was launched in 2008 to fly the flag for Italian agriculture.
The franchise network already has several outlets in Italy itself, but the new store at 168 Stroud Green Road represents its first foray into international markets.
Located in the foodies' heartland of Stroud Green, close to Finsbury Park in the north of the city, the store had its official opening on Saturday 26 October and plans to sell a range of exclusively Italian products sourced direct from growers.
According to manager Massimo Santoro, Italian Farmers' focus will be on procuring the freshest Italian produce on a daily basis, preserving its quality in store and selling it to local consumers.
'For me it's not just a question of doing business in London,' Santoro commented. 'It's also about sharing a philosophy, a project: bringing the best of Made in Italy to the world. With pride.'
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