Some businesses are stepping up to tackle global challenges, and among them is Azzurri Group, the company behind popular restaurant brands like Zizzi, ASK Italian, and Coco di Mama. While it’s often easier for companies to prioritize profits over environmental concerns, Azzurri is making a bold move by integrating sustainability into its core operations, particularly in its food offerings.
Azzurri’s commitment to sustainability is evident in their recently released Sustainability Dining Report, a detailed document spanning over 50 pages. In the report, CEO Steve Holmes outlines the company’s focus on what they call the “People, Planet, and Plate” framework, aiming to create food businesses that positively impact both people and the planet.
But what does this mean in practice? Two initiatives stand out. First, Zizzi, one of Azzurri’s brands, has introduced pizza bases made from their own waste pizzas. This innovative approach is part of a partnership with Bio Collectors and ADM Milling. The process begins with Bio Collectors picking up food waste from Zizzi and other businesses. This waste is then converted into biogas and digestate, a nutrient-rich fertilizer. The biogas powers Bio Collectors’ vehicles, while the fertilizer is used on wheat fields. The harvested wheat is then milled into flour, which is used to make the dough for Zizzi’s pizzas. This closed-loop system is the first of its kind in the UK hospitality sector.
Meanwhile, ASK Italian has made a significant shift by using only flour from Wildfarmed, a brand known for its regenerative farming practices. Regenerative agriculture, which is gaining recognition as a key solution to global environmental challenges, focuses on improving soil health, reducing the need for synthetic fertilizers, and integrating livestock to naturally fertilize crops. This approach not only enhances soil quality but also helps store carbon in the ground, reducing greenhouse gas emissions.
The importance of such sustainable practices cannot be overstated. According to the United Nations, food systems worldwide must undergo rapid transformation. Agriculture currently occupies nearly one-third of global land use, contributes to around 15% of carbon emissions, and is responsible for a significant portion of tropical deforestation and biodiversity loss. Moreover, it accounts for 70% of freshwater withdrawals. Without sustainable changes, there may not be enough fertile soil left to grow food for the world’s population in the next 50 years.
Regenerative agriculture offers a viable path forward. In countries like India and Thailand, the adoption of regenerative methods has led to increased crop yields and reduced environmental impact. In the UK, Wildfarmed’s regenerative flour, now fully adopted by ASK Italian, is pesticide-free, improves biodiversity, and cuts carbon emissions by half.
At ASK Italian’s Mayfair location, the commitment to sustainability is on full display. Lunchtime patrons are greeted with pizzas made from 100% planet-friendly flour. The pizzas not only taste fresh and light but also carry the added benefit of being produced without chemical pesticides.
The message is clear: “Brand new pizzas that taste good and do good.” It’s a bold statement, but one that reflects the reality of Azzurri’s efforts. As the world faces mounting environmental challenges, the success of such initiatives could inspire others in the industry to follow suit. The future of food may very well depend on it.
