Ferrari’s Coffee Roasters and the Just Love Food Company have joined forces to create a delectable ‘free-from’ recipe Tiramisu Traybake steeped in rich Welsh roasted coffee and suitable for special dietary needs.
That partnership has been recognised by Asda, which became the first major retailer to bring Ferrari’s Coffee and Just Love Food Company's first collaboration to consumers when it launched the ‘Ferrari’s Coffee Roasters Tiramisu Traybake’ in its Welsh stores last month.
Ferrari’s and Just Love Food were initially brought together by the Welsh Government’s Food & Drink Wales Trade Development Programme, which provides opportunities and support for Welsh producers to grow their businesses and access major UK retail and wholesale markets.
George Burdett, Ferrari’s Head of Foodservice, said, “The Trade Development Programme gives Welsh producers invaluable mentoring and advice to secure listings with UK retailers alongside opportunities to collaborate with fellow food and drink companies.
“As such, we had crossed paths with Just Love Food at multiple Food & Drink Wales-hosted events. But it was at the Blas Cymru / Taste Wales Meet the Buyer event that we sat down, and the conversation about collaborating on new products took off.”
Just Love Food’s Head of Sales, Danika Woods, also credits support from Food & Drink Wales for the burgeoning sector and for bringing like-minded food and drink producers together.
She said, “Going to events such as Blas Cymru / Taste Wales and seeing what a wonderful food and drink sector we have inspired me to want to work with other similar-sized businesses. Our relationship with Ferrari’s really grew from conversations at industry events, and it’s been fantastic to see the idea move from a conversation between George and myself into a finished product with a major retailer behind it.”
When deciding on a product to launch, the pair agreed it should combine their companies’ skills, experience, and history.
George said, “We produce premium coffee, and they are expert bakers, so the product idea was simple – it had to be Tiramisu!”
Blackwood-based Just Love Food Company was founded in 2010 by Mike Woods in response to his children’s severe food allergies and the inability to find celebration cakes they could all share.
Now the UK’s leading inclusive celebration cake maker, family-run Just Love Food specialises in allergy management and bakes cakes suitable for a range of dietary needs.
Living with severe allergies herself, Danika knows how important it is to be able to buy products most people take for granted. “Tiramisu is an iconic dessert, but until now, people with food allergies haven’t been able to buy it.”
She adds, “From the perspective of business growth, working with Ferrari’s is a natural fit, especially as they also have a history in baking. We complement each other’s business too – we bring multiple retail experience, and they have foodservice sector expertise.”
Next year, Ferrari’s will celebrate 100 years of roasting coffee in Wales. The company has stuck true to the classic Italian recipes and traditional drum roaster methods of its founder, Vittorio Ferrari, who introduced cappuccino-style and espresso coffee to South Wales.
Also, through its one-time chain of cafes and bakery premises, Ferrari’s was for decades a popular part of the high street scene of towns across South Wales and the Valleys.
Now operating from a purpose-built, SALSA-accredited roastery in Bridgend, Ferrari’s Coffee Roasters is led by its managing director and coffee-devotee, Yash Dhutia. A new chapter has opened, focussing on growing the business while continuing to produce traditional Italian blends, including Vittorio’s signature Piacentina blend.
George said, “Ferrari’s name holds many happy memories for generations of people in South Wales, and in addition to our coffee, people still mention having enjoyed a Ferrari’s pasty or bake. That’s why there is an additional layer of significance to the Tiramisu Traybake – as it represents a symbolic return to bakery for Ferrari’s.
“It isn’t about re-creating the past. It’s about taking the heritage and experience of Ferraris and applying it to a new generation of products, new channels and new opportunities. It is a reminder that businesses can evolve, rebuild, and find new ways to use the experience they’ve gained along the way.”
Danika said, “We have been in the Welsh food and drink sector for 16 years, developing in Wales and then growing nationally and retailing throughout the UK. One of our first regional listings was with Asda. So, we are delighted they have recognised the collaboration with Ferrari’s Coffee and have launched the ‘free-from’ recipe Tiramisu Traybake on their shelves in Wales.”
Ferrari’s and Just Love Food Company are both taking part in the Asda and Food & Drink Wales Supplier Development Programme.
Keen to grow the partnership, Ferrari’s Coffee and Just Love Food already have another joint product ready to go. Hot on the heels of the Tiramisu Traybake are Mocha Americano cupcakes, which have just debuted in Asda’s Welsh stores.
Danika said, “We’re incredibly proud of what we have created together, and we are particularly pleased that the launch gives us the chance to showcase Welsh food manufacturing and collaboration to consumers across Wales.”
Llyr Gruffydd MS, Cabinet Minister for Rural Resilience and Sustainability, said, “This is a fantastic example of the innovation, ambition and collaboration that make Wales’ food and drink sector such a success.
“It is especially encouraging to see a major retailer like Asda supporting this partnership and helping showcase the very best of Welsh food and drink to consumers across Wales. Initiatives such as the Welsh Government’s Food & Drink Wales Trade Development Programme play a vital role in creating these opportunities, connecting businesses, supporting growth and demonstrating the strength of our thriving food and drink industry.”
Maisie McNab, Asda Trader for Wales, said, "At Asda, we're passionate about championing great local suppliers and helping bring the very best Welsh products to our customers. This collaboration between Ferrari's Coffee Roasters and Just Love Food is a fantastic example of two Welsh businesses coming together to create something innovative, high-quality and inclusive.
“We're proud to support locally sourced products that not only showcase the talent within Wales' food and drink industry but also offer our customers exciting new products that celebrate Welsh heritage and craftsmanship."