Friuli Venezia Giulia launches new culinary corner in London

The Friuli Venezia Giulia region has expanded its international presence in London with the opening of a new culinary corner at Mercato Metropolitano in Mayfair. Part of the ‘Frico Very Good’ project, the initiative is a collaboration between PromoTurismoFVG and Mercato Metropolitano designed to promote regional food excellence and tourism.

The new space allows visitors to taste and purchase a variety of regional specialties, including frico, San Daniele ham, wines, spirits, honey, and gubana. The project aims to use gastronomy as a tool to showcase the history, tradition, and identity of the Friuli Venezia Giulia territory to a global audience.

Governor Massimiliano Fedriga attended the inauguration, noting that London serves as a vital international reference point. This Mayfair location follows a previous opening in September and is part of a broader plan to establish the ‘Io Sono FVG’ brand across three London sites: Mayfair, Elephant & Castle, and Wood Wharf.