In Conversation with
Maria Apicella - Mamma Flora

Maria Apicella

Looking for some delicious comfort food to see us through the winter, this month we had the
pleasure of meeting Maria Apicella, Founder of Italian pasta and pesto brand Mamma Flora.
We caught up over a wholesome bowl of Maria's handmade pasta and found out all about
the authentic, natural and fresh products Mamma Flora is bringing from the Amalfi Coast to
our dinner tables. Use the code WRAP15 and get a 15% discount on pesto and yellow tomato
sauce when you spend more than £15 on the Mamma Flora website!

Can you tell us about yourself and your brand?

My name is Maria and I am the founder of Mamma Flora. I started Mamma Flora in 2017
and it was a dream come true. After years in a corporate job and a backpacking adventure
in India I finally understood that we all need to do what we like the most in life, what makes
us happy. For me the answer was always there: Food. At Mamma Flora we bring delicious
natural food from the Amalfi Coast to your table. Our range includes great artisan pasta
made locally by our pasta makers and handmade condiments like pesto and sauces,
rigorously natural and locally sourced. We have recently launched a Gluten Free range as well.

Maria Apicella

Where does your passion for food come from?

I grew up in a small village by the sea in Southern Italy, on the Amalfi Coast. Good food has
been an essential part of my life since I can remember. From my great grandmother to my
mum, we have always used the freshest, most delicious local ingredients to cook simple but
incredibly tasty dishes. When I launched Mamma Flora, I wanted our business and our
products to reflect these values of authenticity, deliciousness and transparency.

What ingredients do you use and how do you source them?

At Mamma Flora we use only natural ingredients which are locally grown. For us it is very
important to be 100% transparent and to show people where our products come from and
how they have been produced. We believe in being a brand people can trust.

Maria Apicella

Where does your inspiration come from when creating new products and recipes?

Mamma Flora's creations start for sure with my homeland and family's culinary traditions, our
main mission is to bring the delicious flavours of the Amalfi Coast to your table. It is also
important for our business to listen to people and what their needs are. This happened for
example when we launched our gluten free pasta range. Many gluten free customers
approached us asking for a gluten free friendly range, we then started experimenting and
mixing our expertise with new ingredients and ways of production. The result is an amazing
gluten free pasta which has a very similar texture to our traditional pasta, stays al dente and
our customers can finally share with their families and friends.

Which product from your range is your favourite and what would you
compliment it with?

I love our Mezzi Paccheri shaped pasta (we also offer this shape in our Gluten free range).
It is such a bold shape, people love it! It pairs beautifully with our sundried tomato pesto, you
can add some fresh ricotta on top and extra basil, delicious!

Maria Apicella

What advice would you give to someone thinking of starting up their own business?

I would highly recommend finding yourself a mentor and a co-founder. Owning a business is
amazing however there are lots of challenging moments and hard times, being able to
confront yourself with somebody who either has been there or believes in the business as
much as you do, makes the life of an entrepreneur much easier. I am actually looking for a
co-founder myself. If anybody wants to hear more, contact me on

What does a typical working day look like for you?

I usually start my day with a 20-minute meditation session which I repeat in the early
afternoon, a good breakfast and a long walk to the co-working space. Then straight into
calls, emails, meetings, shop visits. I try to squeeze in a gym or yoga class, and I try to
finish the day with cooking something delicious for my husband or my friends. I love
cooking, it is something that gives me great pleasure.

Maria Apicella

How do you make your clothes work for you and your busy lifestyle?

My style has changed a lot in the past years, nowadays I wear something casual and
effortless which I can wear from morning to evening and on different occasions. I also try to
buy less but better-quality clothes made with natural fabrics.

What are your go-to wardrobe staples?

You would probably meet me with a pair of black jeans, a white T-shirt, a woollen pullover
and a black leather jacket. And a pair of sneakers of course!

Maria Apicella

And finally...
If I wasn't running Mamma Flora... I'd probably work on another food start-up. I love food
too much.
The best thing about my job... I love meeting people who enjoy our products.
Words to live by... I have come to believe that there is always a solution to your problems
in life.
My day isn't complete until... I talk to my family. I hear from my parents and my brother
every day.
A holiday destination I love... Well this is easy: the Amalfi Coast. The panorama is
breath- taking, the food is unbelievably delicious and my family lives there.
My ideal breakfast... Homemade nutty granola with coconut yogurt, almond butter and an
oat cappuccino.
My favourite London hangout... Regent's Park. I love strolling in the park in autumn
or spring.

Shop the full collection here >
Photography by Jutta Klee @juttakleephotography
Back to Top
Get to know us better