The flavours of north-eastern Italy have officially landed in London as Friuli Venezia Giulia launches its new “Frico Very Good” project at Mercato Metropolitano Mayfair.
Created through a collaboration between the PromoTurismoFVG, the Friuli Venezia Giulia Region and Mercato Metropolitano, the initiative aims to introduce Londoners and international visitors to the region’s rich culinary and wine heritage through a dedicated food and retail space.
Friuli Venezia Giulia Showcases Italian Food Excellence in London
Officially unveiled on 18 May at Mercato Metropolitano Mayfair, the “Frico Very Good” concept will spotlight some of the region’s most iconic products over the next 24 months. The project is expected to expand across additional Mercato Metropolitano venues in Canary Wharf and Elephant & Castle later this summer.
The launch event welcomed buyers, food industry professionals, importers and members of the media, alongside notable guests including Massimiliano Fedriga, Stefano Zannier and Nicola Allieta.
Italian diplomatic representatives also attended, including Rosella Gentile, Alessandro Mignoni and Umberto Bernardo.
What Is Frico?
At the centre of the campaign is frico, the iconic dish that has become synonymous with Friulian cuisine.
Dating back to the 15th century, frico is traditionally made using melted cheese and is often combined with potatoes, onions and seasonal ingredients. Depending on the preparation style, it can be served crispy and thin or soft and gooey.
The dedicated “Frico Very Good” corner will feature authentic versions of the dish alongside modern fusion interpretations developed with international food vendors already operating inside Mercato Metropolitano Mayfair.
Regional Italian Products Featured at ‘Frico Very Good’
Alongside frico, visitors will also be able to sample a curated selection of products representing the region’s agricultural and wine-making traditions.
Featured companies include:
Guests at the launch sampled products including San Daniele PDO ham, Friulian cured meats, wines, spirits and regional apple juice.
A Long-Term Cultural and Tourism Project
The initiative is designed to go beyond food, positioning Friuli Venezia Giulia as a travel destination for UK audiences through gastronomy, culture and storytelling.
Speaking at the launch, Massimiliano Fedriga said the region was establishing a “permanent presence” in London to strengthen its visibility within the UK market.
He described frico as the perfect ambassador for the initiative, highlighting how the traditional recipe symbolises the region’s ability to blend heritage with innovation.
Meanwhile, Nicola Allieta emphasised the importance of food in connecting cultures and communities globally.
Mercato Metropolitano’s Growing Influence in London
With locations across Mayfair, Canary Wharf and Elephant & Castle, Mercato Metropolitano has become one of London’s most recognisable international food market brands, attracting millions of visitors annually.
The Mayfair venue alone sits within one of London’s busiest luxury and tourism districts, welcoming both local professionals and global travellers throughout the year.
