At the London trade show on 18 and 19 November, Flowery Valley will showcase its bases to foodservice professionals, focusing on quick preparation, versatility and building new relationships in overseas markets.
What does an international foodservice operator expect from an Italian bakery product? Tradition has its appeal, but when it comes to putting a product on the menu, the questions become very practical: how much preparation does it need, what toppings or fillings work with it, when can it be served, and how much scope does it leave for the person preparing it to get creative?
These are the questions Valle Fiorita will bring to the European Pizza Show, taking place on 18 and 19 November 2026 at ExCeL London. The company will be at stand C51 with a range that starts with pizza bases and extends to pinsa, pizza al padellino (pan-baked pizza) and Tuscan-style Schiacciata.
The choice of formats highlights an interesting aspect of what Italy has to offer overseas. Pizza is familiar everywhere, making it an easy starting point for a conversation with foodservice operators. Pan-baked pizza and Schiacciata bring different textures, topping and filling options, and serving occasions to the menu. The same bases can be used for dishes to share, a quick meal or more elaborate creations, depending on the type of venue and its customers.
This allows foodservice professionals to focus on choosing ingredients and developing the finished dish. Valle Fiorita's products are easy to top or fill and ready in just a few minutes: qualities that matter during service, when time is tight and every dish has to fit into the kitchen's workflow. Innovation also lies in making an Italian specialty a reliable part of the menu while leaving room for an individual take on it.
In London, visitors will be able to taste the products and discuss how they can be used. Conversations with international foodservice operators will also help establish which formats attract the most interest and how they might fit into different foodservice menus. A conversation that starts with pizza and can travel much further through Italy's culinary landscape.
