Is the perception changing around the importance of the right flour?

Yes, we are finally there. When I came to the UK 17 years ago, nobody knew much about pizza making. Today, local operators are becoming pizza stars, which is partly due to advanced knowledge and interest in this amazing product. 

I’ve trained some of the best pizza chefs and consultants, and it makes me happy to see them spreading the knowledge. Lots of people in the industry want not just the best flour, but with the right protein content to perfectly suit their product and achieve daily consistency. 

What’s so special about your flour? 

My Supreme and Elite variations are local flours that perfectly suit the processes of pizza chefs – across different protein content and delivering high-performance results.  

It was a project that took me years to develop and launch. But if I wanted to develop a pizza flour made in the UK, I had to find the right mill, the perfect wheat at the right people to distribute nationwide.  

I think it’s an amazing story and can hopefully inspire people. It started during the first Covid lockdown – I had time to discover British flour mills, test local pizza flour and develop my business plan. Once ready, I sent 20 emails. Only two were happy to give it a chance and team up with their technical team to develop the first product under my specifications.

After nearly two years of testing, I narrowed it down to one and found the right wheat and perfect dough elasticity. The rest is history… and I’m grateful to the hundreds of pizza restaurants using MFP Flour. The brand is now experiencing rapid growth.

What do you think of the huge competition in the market right now?

Margins on pizzas are great but a city like London, for instance, is becoming saturated with restaurants. And the numbers of pizza that they’re baking are way lower than say five years ago, pre the pandemic, while site numbers are much higher. 

One of the secrets of success to my flour is that it’s made locally and doesn’t have to travel far. That makes it sustainable and affordable, compared to shipping from other countries. 

In 2025, wheat decreased in price, so we decided to decrease our prices for customers. I want to remain close with operators that have chosen MFP Flour and give them a little help. Behind this brand is a person who knows how difficult it can be to run a pizzeria.

Who are you working with?

I am collaborating with so many companies, including some I have loved since I was a young chef. Moretti Ovens are some of the highest-performing ovens out there – and a few years back, I became a global ambassador, helping to spread my knowledge and love for pizza. But I am always open to teaming up with great companies that value the quality of the product. 

How is the consultancy looking?

Last year, I opened my first UK pizza restaurant in London, called Renaissance. We use paintings from the period, with the likes of the Mona Lisa holding a slice! But the message is simple: quality ingredients, super-light bases and an elegant ambience. In terms of the MFP consultancy, I’m ready to offer my services to traders.