In London, Giacomo Bia is better known as Mr. Gurmetti. Born and raised in Parma, Giacomo brought his deep love for Emilia-Romagna’s food culture to the streets of the British capital. His food concept feels almost like a street performance: lively, personal, and proudly Italian. About a year before launching the project, he finally turned a long-held idea into reality — transforming a classic Piaggio Ape into a fully equipped street-food truck operating across London’s busiest markets.

Inside the compact Piaggio Ape there is a surprisingly complete kitchen: an oven, grill, meat slicer and even a fryer — essential for preparing fresh torta fritta on the spot. It is authentic Italian street food built around Parma’s most famous ingredients, from Parmigiano Reggiano to traditional cured meats, all served directly to Londoners in an informal, approachable way.

At lunchtime you’ll usually find Giacomo at some of London’s most popular street-food markets, while in the evening his Ape often parks outside neighbourhood pubs, becoming a social hub as much as a food stop. Projects like this perfectly reflect how Italian regional food culture continues to travel, evolve, and find new audiences abroad. If you are curious to discover the roots of these flavours, explore our main site at Emilia Delizia or browse our guide to things to do in Parma.

How did you start Gurmetti?

“I left Parma to seek economic stability,” says Giacomo. He originally enrolled in college to become a pharmacist, but after two years he decided to leave and explore different paths. For several years he moved between jobs, working as a shop clerk in Parma’s historic centre, yet never feeling fully satisfied. Like many young Italians, life in a small provincial town eventually began to feel restrictive.

In 2008 he moved to London and started again from zero. His first role was in a chain of Italian restaurants — not even as a waiter, but as a runner, constantly moving between the kitchen and dining room. It was demanding, but it gave him hands-on exposure to fast-paced food service and customer interaction.

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Over time, the idea of creating something truly his own took shape. Today Giacomo runs his Ape independently, recognisable by his signature moustache and his constant desire to engage with people. What started as a personal experiment has evolved into a sustainable micro-business and a small cultural ambassador for Parma’s food tradition in London.

What is Gurmetti’s typical menu?

The aim of Gurmetti is simple: to bring the delicacies of Parma to London’s streets without compromising authenticity. The menu features traditional pork cured meats from Parma, including specialities from rare Italian breeds such as the black pigs of La Corte dei Neri, served with freshly made torta fritta. You’ll also find culaccia and salami, alongside pancetta coppata and mortadella.

Beyond cold cuts, the truck offers grilled meats, sausages and seasonal dishes such as minestrone. One of the most popular items among Londoners is the pork burger, topped with gorgonzola, rocket and onion marmalade finished with balsamic vinegar. Everything is prepared directly on board — or, as Giacomo proudly calls it, “Ape-made”.

Congratulations to Giacomo Bia for turning a bold idea into a successful reality that we fully support. Emilia Delizia hopes that the great food culture of Emilia-Romagna continues to travel, inspire, and connect people well beyond Italy.

Roughly translated from the original article published by Gazzetta di Parma.