What started in February 2015 as the idea of two Italian guys (Tom & Fede) in Amsterdam grew quickly to a community of several cities. A community of people who love unique food and believe that buying food directly from artisanal producers gives them the best quality.
The first seeds of the idea were planted when Tom wanted to visit a producer of excellent Parmigiano Reggiano in Italy back in 2014. After a long search he met Leonardo, a devoted artisan producer who had been preparing Parmigiano for the last 27 years. After showing Tom his dairy farm he shared with him his struggle to find customers. Few consumers would come to his farm shop and selling to large distributors would force him to substantially scale his production to decrease prices and quality. And compromising quality has always been something Leonardo was against.
We then travelled through Europe to meet with lots of passionate producers and realised that many of the producers had the same struggle. They all excelled in the preparation of their product but did not have the time, money, and expertise to reach out to food lovers across Europe. We wanted to help and we knew how. This is how our idea was born. Via our online platform we allowed many more consumers to discover and buy amazing food from artisanal producers directly from the source.
At the beginning of 2017 we realized the growth of What About Leo could not support a whole team behind it, so we had to make the tough decision to stop all our activities on June 30th 2017.