News & Blog

The Allergy & Free From Show: 8 – 10 July 2016

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Date: 17th August 2016

Written by: Nash


Gusto Nero Organic Gluten Free Healthy Pasta


Hello again lovely readers! We’ve had our hands a bit full in the past few weeks, and guess what? We finally launched our products at ‘The Allergy & Free From Show’ at Olympia in London! The show was Europe’s biggest event for organic, gluten free, dairy free and GMO free health products, and it absolutely crept up to knock on our door before we knew it.


It was such a memorable event and we thank you so much to all of you who came to the booth! I’d be lying if I said the preparation wasn’t gruelling, but we really did have a ton of fun.


Our workspace was abound with excitement the week before the show. We spent a week in a total frenzy preparing for the event, with the graphic people working until the early hours on our banners, the tech team getting the website ready, while others busied themselves with finding decorative furnitures that would fit our tiny booth and Jikky dashing about doing paperwork and everything else at the same time.

Organic Gluten Free Pasta Gusto Nero

Gusto Nero Organic Gluten Free Healthy Pasta


As you know, we’re based in Norwich; all the pasta has already been transported to London in advance. It was on the eve of the fair that we all packed our bags and headed for the capital, feeling a little sleep deprived and rather nervous but nonetheless very excited. Jikky was wondering aloud whether any of it was going to sell and had brought along her largest suitcase in case she had to take any of the pasta back, despite outcries from the others that it was all paranoia.

The fair started at 10 am at Olympia, but reportedly Jikky got there since 8 before any of us were even awake. The tiny two-by-one metres booth was packed with boxes of pasta, and all around us were big name brands I’d only ever seen on boxes and the telly. I suppose it’d be safe to say we all froze when the first customer walked up to the booth.

 Gusto Nero Organic Gluten Free Healthy Pasta


Sophia, if you’re reading, this one is for you. Thank you for buying that box of macaroni, you were our first official customer, you’ve cut the red ribbon and kick started it all. It was only after you’ve left the booth that it dawned on us that the pasta actually sold.

Oh wow, it actually sold!

After that, it was episodes after episodes of Jikky tirelessly introducing the brand to everybody who dropped by, and truly Gusto Nero was garnering lots of attention from shoppers and hosts alike. We barely had any pasta left to show on the last day of the event. It was surreal, the responses were overwhelming, it totally exceeded our expectations and we absolutely could not have done it without you.

Jikky had busied herself chatting with people who filed in with a lot of questions. What exactly was this black rice, where was the pasta being sold and was it on the shelf anywhere? Well, we are proud to say that all of the products that you saw on the day will be available for order on our website very soon.

‘Some people gave me hugs’, Jikky grinned after the show was over, ‘They said it couldn’t have been easy running a business by myself, they showed such great support and I’m really proud of the brand. You know what? …

This is all I ever wanted!’


Gusto Nero Organic Gluten Free Healthy Pasta