Angel Loves Indies… EGRO’ Experiential Grocery

EGRO’, 19 Camden Passage, N1 8EA

How can technology enhance the customer experience in a food store? Here, Selena Pellegrini, co-founder of EGRO’ experiential grocery and deli, gives us a taste of the business’s unique offering, and ambitions for the future.

Hi Selena. Tell us how EGRO’ came to be.

My partner Alessandro Corti and I launched EGRO’ in November 2021. EGRO’ is the offspring of our core business of being marketing consultants for Italian food and beverage companies and our in-depth knowledge of the local market. 

During the pandemic we found ourselves with companies full of product and the world almost shut down. It was at that moment we decided to open a place where you could not only buy or taste food but above all know, learn, and experience it. As well as a passion for each other we also love good quality products and sustainability.

What do you offer?

EGRO’ is the first and only experiential grocery and bistro in London. It is dedicated entirely to Italian food, which we import and resell directly, with a preference for small producers whose stories and passion we tell. We aim to create a joyful way of sharing culture and taste, and we do this through podcasts you can listen to in the shop, daily free tastings, and cookery events.

Tell us how you integrate cutting-edge technology into the shopping experience. 

Technology is an enabling tool for knowledge, to create moments of sharing, to convey content as well as to deliver the final product through delivery apps. So we developed podcast channels so we can share stories and recipes using in-shop QR codes. We also have an ecommerce website, and use social networks.

What three words describe the life of a grocer?

Customer service, quality, knowledge. 

What are your main challenges?

To continue to grow and become more popular in the area. We’d like to open more EGRO’s in the same spirit as the ‘small neighbourhood bistro’ in other areas.

Who is your typical customer?

The curious, travellers, lovers of Italian culture or simply just good quality produce. 

Why is food your passion?

Food is the best bridge between different people and cultures. It has a very important social, economic and also environmental impact. And on top of that it gives endless joy… if it is good of course!

What makes your business unique? Why should people visit?

I think it’s the experiential approach; being able to touch, feel and taste what we have to offer. And of course the continuous selection of products, and being in direct contact with all the producers and farmers. In EGRO’ you’ll find some really unique, rare, exclusive Italian specialties and brands. 

Do you have any upcoming events we can help you share?

Yes! We’re delighted to be part of the Angel Loves Summer free events. We are hosting two wine tastings on August 3 and 10, and two olive oil tastings on August 2 and 9. They are exclusively for staff members of Angel BID businesses, and can be booked here.

Separate to this we have a pizza workshop on August 9 and pasta workshop on August 10. This is open to all and you can book via our website.

What’s it like working in Angel, what do you enjoy about it?

We really love Angel, the atmosphere, the history, and people here. Moreover we are in the terrific, unique Camden Passage!  

Please share something people might not know about you? 

We have become a favourite venue for several film productions and even for celebrity chef Gino D’Acampo, who decided to film a carbonara episode here. In fact EGRO’ has become a famous reference point for buying the best ingredients to make authentic carbonara. Our bestseller is our carbonara box. 

Finally, what is your…

Favourite tipple? Italian craft beer (Alessandro), a natural fruit juice without sugar (Selena).
Go-to snack? A ‘calabria mia’ sandwich with lots of nduja (A), coffee tiramisu (S).
Perfect Sunday? The smiles of our customers.
Three foods you would take with you to a desert island? Lots of cured meats, homemade pasta and a proper beer (A), lots of fruit, coffee, and a nice risotto on the beach (S).

Thanks Selena, we’re coming with you to that island! If you’d like to know more about EGRO’, pop in to the store, visit the website, or follow on Instagram and Facebook.

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