My direct trade adventure started when I heard a few years ago, that farmers in Icononzo had been encouraged to start cultivating Golden Gooseberry/Physalis for export, and then been cheated by the wholesaler who was supposed to buy their harvests. They had to throw away thousands of tons of Physalis and the farmers lost a lot of money.
That pissed me off, and I wondered how difficult it could be to do something with this berry, such as marmelade for example. I started to cook marmelade in my kitchen in Sweden. Then I invited friends who know about gastronomy to taste it. I also went to the main gourmet stores in Stockholm to have their opinion. I got thumbs up to 100% and decided to jump of a safe career and start my own business. It has become a vocation, since I have the privilage to know everybody along the chain, from farmers such as don don Pedro and his family, to Shop Manager Jesper Weidlitz at Urban Deli in Stockholm. I just had to do it.
, Sundbyberg, Sweden