Vico Food Box is a UK-based online grocery business focused on importing and distributing Italian food products. It was founded in 2020 by Luigi and Laura Ametrano and Giovanni Pardo, three Italian entrepreneurs who moved to the UK and recognised a gap in the market for authentic Italian groceries.
Founders and Company Background
The founders’ inspiration for Vico Food Box came from their own difficulty finding familiar Italian ingredients while living abroad. Drawing on experience in logistics and food retail, they created a digital grocery model that connects UK customers with Italian suppliers.
Vico Food Box was founded in 2019 in the Netherlands by four young Italians – Gennaro Viscardi, Vittorio Colonna, Debora Celentano, and Antonio Guarrera. The idea was born from their shared nostalgia for Italian food while living abroad. What began as a small initiative serving expatriates soon evolved into a fully fledged grocery delivery company offering authentic Italian products. Today, Vico Food Box is a 100% Italian-owned company.
- Gennaro Viscardi: Co-founder and CEO.
- Vittorio Colonna: Co-Founder and C.O.O.
- Debora Celentano: Co-Founder and Chief Marketing Officer.
- Antonio Guarrera: Co-founder.
The company started as a small-scale online shop, managing orders directly from Italy. Over time, Vico Food Box expanded its range to include hundreds of products from across Italian regions. In 2021, the founders secured early-stage private investment to help scale operations, upgrade warehouse facilities, and strengthen supplier partnerships. This funding allowed for improved delivery efficiency and a larger product catalogue.
How Vico Food Box Works
Vico Food Box operates as a direct-to-consumer e-commerce platform. Customers place orders through the company website, selecting from individual products or curated boxes. Delivery is available across mainland UK, with standard shipping times ranging from two to five working days.
The company also offers subscription options, allowing customers to receive recurring deliveries at intervals they choose. Payment can be made securely online through major payment cards or PayPal.
Products and Sourcing
The platform specialises in traditional Italian foods, including dry pasta, sauces, cheeses, olive oils, snacks, and sweets. Each product is imported from verified Italian suppliers to ensure authenticity. For example, pasta often comes from Campania and Puglia, olive oils from Tuscany, and cheese from Emilia-Romagna.
Vico Food Box aims to represent Italy’s regional diversity by offering both well-known and artisanal products. The company maintains close ties with small producers, helping promote traditional Italian craftsmanship in the food sector.
Pricing and Delivery Options
Prices vary according to product type and origin. While some imported goods are higher in cost due to shipping and customs, customers benefit from access to authentic Italian items that are not widely available in UK supermarkets. Subscription models offer flexibility, allowing customers to skip, pause, or cancel without penalties.
Sustainability Efforts
The company has gradually introduced environmentally conscious practices. Packaging uses recyclable cardboard, and plastic use is minimised. Vico Food Box’s partners in Italy are also encouraged to use sustainable farming and production techniques. For details about UK food and environmental policy, visit the GOV.UK Department for Environment, Food and Rural Affairs.
Public Reception and Market Context
Vico Food Box has received coverage in various online food and lifestyle publications as part of the growing trend of niche grocery delivery services in the UK. Customers often mention convenience and the variety of Italian products as main positives. Like many young businesses, it faces challenges in logistics and maintaining stable import costs post-Brexit.
Within the broader market, Vico Food Box represents a shift towards culturally specific grocery services that meet diverse consumer needs.
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For an overview of Italy’s culinary background, see Wikipedia’s page on Italian cuisine.
FAQs
Who owns Vico Food Box? The company was founded by Luigi and Laura Ametrano and Giovanni Pardo in 2020.
What does the company sell? Vico Food Box sells imported Italian groceries such as pasta, olive oil, sauces, snacks, and cheese.
Is it available across the UK? Yes, delivery is available throughout mainland UK.
Are products imported from Italy? Yes. All items come directly from Italian suppliers and producers.
Is there a subscription option? Customers can choose between one-off purchases and recurring subscriptions.