When I opened Amoul, my dream was to offer a service to the community I have been part of for the past 20 years. I also wanted to support small, local farmers, producers and merchants, so when I was sourcing products, I visited different farmers’ markets where I found many of the suppliers the deli now uses. In fact, each product in Amoul was well-researched before we decided to stock it.

That’s how I got to know about Poilane, and all of the effort that goes into producing their wonderful yeast-free bread. This is also why I decided only to use meat from Kent & Sons Butchers in St John’s Wood.

I had relied on Kent & Sons for many years when I cooked for my family and friends, and I wanted to provide deli customers with the same quality. As for the food at Amoul, I introduced my own home cooking because I believe the time has come for us to return to the traditional way of eating and cooking.

Amoul & Sahar

This is the philosophy of the Slow Food Movement, an international organisation that started in Italy in 1986. In response to the growth of the fast food industry, Slow Food set out to “protect the pleasures of the table from homogenisation of modern fast food and life,” by “developing taste education…and protecting traditional foods at risk of extinction.”

That is precisely what I aim for at Amoul, whether it is by introducing “Little Amoul,” which is the same homemade baby food I prepared for my own three children, or by making a variety of homebaked breads by hand.

Many thanks to all of our regular customers, who understand what “Amoul” is all about, and have made it their home.

Amoul

14, fermosa Street

Little Venice

London W9 1EE

Tel: 0207 286 6386

enquiries@amoul.com

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