Selling a taste of Southern Europe

Southern Europe has long been one of the most popular holiday destinations for British consumers, and shoppers across the board are now relishing the plethora of carefully crafted cuisine from these regions that are now available on our shores.

The foods of Italy, Spain, Portugal, Greece and Turkey offer consumers a smorgasbord of delicious food and drink, from the well-loved pastas and ragus beloved of families up and down the UK to Spanish cheeses, Greek olives and Turkey’s aromatic dishes.  While a number of products from this region – particularly from Italy – are strong sellers, and rightly so, it’s worth exploring lesser-known foods to delight customers who wish to travel from the comfort of their dining room tables.

Here, specialist retailers and chefs reveal the ingredients and tastes of Southern Europe which resonate best with their customers.

Yannos Hadjiioannou and Stefanos Kokotos, co-founders of Maltby & Greek, believe that the popularity of Greek cuisine is gaining momentum in the UK market

Yannos: “We believe that Greece is catching up on the culinary map here in the UK. Whilst Italian, Spanish and French cuisines have been well represented, it’s not until recently that we have witnessed the emergence of a new breed of modern Greek restaurants. A young generation of chefs and sommeliers have come together both in Greece and in other European countries and London to represent this trend.”

Stef: “A post-Covid tourism boom in Greece has allowed visitors to experience more unusual takes on the traditional Greek recipes along with wine pairings that help to elevate the experience. Greek and international restauranteurs have picked up on this wave and have delivered some exciting projects and even the first Michelin starred restaurant for Greek inspired food in the UK.”

Yannos: “We see an interest in artisan products – be it dairy, meat or fish – good quality ingredients from different parts of Greece. Maltby&Greek started at Maltby Street Market by importing off the beaten track products – traditionally smoked eel, bottarga (grey mullet cured roe), aged cheese from the islands, capers and caper leaves, rock samphire and a host of unusual, lesser-known Greek ingredients. On the better-known ingredients such as feta cheese and extra virgin olive oil, we have gone the extra mile to find and source the best barrel aged feta by far and what we consider one of the best early harvest EVOO’s out there, working directly with the producers that make these unique and amazing products. All of these products and ingredients lend themselves not only to Greek restaurants and delis but a variety of cuisines from around the world - Asian, Mediterranean, and so much more.”

Stef: “The other interesting thing that we have witnessed is this marrying of Greek food ingredients and Greek wines – the latter have now become so much more accessible and customers actively seek these out, which has opened a whole host of new on- and off-trade venues that might start with Greek wines and then acquaint themselves with Greek ingredients to pair or just compliment their existing offering.”

Yannos: “By choosing to work with small artisan producers, we have consciously moved away from large production and into time-tested, traditional production methods that follow the seasons and allow time to both the earth and nature to recover. The majority of our partner producers are family businesses – third, fourth and fifth generation artisans linked to their places of birth, fostering huge pride for their products and land. For them and for us at Maltby&Greek this is way more than a simple marketing tagline of sustainability, origin, provenance…  As all of these are given and reflecting the ragged landscape, small holdings and the natural environment they work in – up in the mountains of Crete, on the stony islands of the Aegean or the lush mountains of Northwest Greece.”

Stef: “We don’t see customers that buy our products as pure consumers but a lot more like us – we are seeking different flavours that are closer to the ones we grew up with.  I mean the aromas, flavours and textures of products reminiscent of us growing up in Greece, learning to eat and cook with our parents and grandparents and knowing that there is a lot more to Greece than the basics offered by bulk food products.”

Josh Dallaway, head chef at Tasca, says that the beauty of Southern European food lies in its diversity

“I think people are only now realising what these culinary giants are actually all about. It’s not just tiny portions of padron peppers or fried potatoes that are on offer. The diverse nature of these bountiful countries can give you a tonne of different dishes while still staying true to their soul and identity. I love the slower pace of life in this part of the world, where eating is as important as anything else, if not the most important thing.

“Everything else takes a back seat when it comes to dining. It isn’t just something to get you through the day, you actually savour and appreciate the food and the company you’re with. The level of care and attention in the produce is far superior to the UK, and this speaks volumes in the dishes themselves. There is a reason that pan con tomate can exist all over Spain but not in England. There just isn’t that same care for the product.

“There are many restaurants in London that now offer fantastic food from this part of the world but charge insanely high prices, thus defeating the very purpose of this cuisine and culture. Spain and Portugal have this incredible knack of appealing to all and alienating none. Something we try our best to emulate at Tasca.

“The seafood has to be the highlight of any trip to Spain and Portugal. Whether it is a simple calamari sandwich, boiled goose barnacles or a huge plate of scarlet prawns, the level and care of which goes into the sourcing and preparation is always a skin tingling moment when you take that first bite. The cured meats and cheeses that grace tables with a cold beer is truly hard to beat. I love that the simplest of dishes can give you unknown levels of joy just by being that; simple. The cachorrinho from Gazella, the XL scarlet prawns from Ramiro, the calamari sandwich from the central bar, all are so simple and yet so perfect.

“Two musts for my kitchen are always a high quality olive oil and vinegar. Citizens of Soil Portuguese olive oil is fantastic. An aged sherry vinegar can bring any dish to life. These are two things that are definitely not worth skimping on and you’ll see the benefits for sure.”

Karla Amara, manager of Olives & More, states that the love that goes into Italian and Spanish food is key to its success in Britain

“We’re passionate about stocking premium ingredients and giving people a taste of where they went on holiday – we even take requests of products to stock when people return from being away and want to enjoy a taste of their travels at home. 

“Our main focus is on olive oils in terms of quality and health benefits, and beyond that we stock a wide range of other products. I would say that Italy takes up the biggest space in our store, and this is helped by the fact that British shoppers are so familiar with it – it’s part of their every day repertoire. For example, we sell a lot of high-quality tomato pastes and sauces, and lots of fresh pasta. 

“We sell incredible Manchego, charcuterie and wine from Spain, but really it’s Spanish olive oils that are the biggest part of our range – they’re the best quality you can buy, and we sell a lot of products with high-quality olive oils at their heart such as chocolates, biscuits and sauces. 

“From Italian and Spanish food, our customers expect delicious freshness and quality, a story and a lot of love, and it’s hard to find that kind of authenticity in the UK. They also appreciate the simplicity of these products; there are no additives, just simple, high quality ingredients brought together – for example, olives in fine olive oil. Italians are known for their simplicity; three great quality ingredients and you have a dish. 

“To make this work, quality is the most important thing – tomatoes have to be fresh and smell incredible, for example – and British shoppers are appreciating this more and more. There is work to be done in terms of the popularity of Spanish food. While Italian cuisine is widely understood in Britain and is enjoyed frequently, food and drink from

“Spain is often oversimplified to just tapas so people consider it food for a party rather than for everyday enjoyment. High quality Spanish olive oils are a prime opportunity for independent retailers, because their price point means that supermarkets won’t stock them; supermarket shoppers aren’t necessarily looking for stories and holiday memories, but that’s something that independents can provide brilliantly.

Stefano Cuomo, CEO of Macknade shares his love of Turkish cuisine

“Having just returned from Istanbul, Turkey and its diverse and burgeoning food and wine scene has to be on your radar! The quality of the cooking, rooted in tradition, and brought to life through innovation, is incredible… all based on fantastic ingredients! Whilst their wines are still some way from being universally recognised here, they are an absolute treat but need a helping hand to navigate. I would be getting stuck into fantastic Turkish ingredients and sign posting customers to how best use them.”