Based in Harrow, Seeds of Italy has built a strong reputation for heritage Italian seeds, regional food and a philosophy that runs through everything it does: Italy from seed to plate.
The business specialises in heritage Italian vegetable seeds, alongside carefully sourced regional Italian food, tools and know-how, helping people grow, cook and eat the way it was traditionally done.
Run by Paolo and Alessandra Arrigo, the business now attracts customers from across the UK while remaining firmly rooted in the borough.
For founder Paolo Arrigo, the journey started early. “So like a good London Italian, I was brought up, in the garden, in the kitchen and at the table…. I could recognise and pick Porcini mushrooms as a child and I worked Saturdays in my father’s Italian deli, learning about the provenance and regionality of Italian food!”
That early grounding shaped both the business and the decision to keep it local.
“I am Harrow born and bred, St.Anselms, St John Fisher, then off to Joan of Arc in Ricki commuting from North Harrow and back to St Doms 6th form college and we both work and live in the borough.”
Harrow itself, Paolo says, is also what he chooses to show visitors from overseas.
“When I have relatives over from Italy or America, I don’t take them to Big Ben or St Pauls, they can do that themselves. Instead I will take them to Harrow on the Hill for a walk and lunch at the Dolls House, a drink at the Castle and definitely a Fish and Chips at Barracuda courtesy of Yiannis, always so fresh.”
Alongside running Seeds of Italy, Paolo has long been involved in serving the community. He volunteers as a First-on-Scene Emergency Responder with St John Ambulance and as an NHS ‘GoodSam’ CPR responder.
“So I have long roots in Harrow and like to think I give back and serve my community both professionally and voluntarily!”
Those skills have also been used beyond the borough.
“I have used these medical skills during 3 tours on the Ukraine border with a small team from Harrow and as part of the emergency disaster relief with the same team in the Valencia natural disaster in November 2024 of which I am very proud.”
Seeds of Italy is best known for its focus on heritage, ethical and regional seed varieties, rather than mass-produced ranges. Paolo says the loss of diversity in vegetables has been stark.
“In the last century, 94% of vegetables varieties have disappeared and we have around 220 from that remaining 6% which no other seed company can boast so we are the good guys.”
The business works with the Franchi seed family, now in its seventh generation since 1783, supplying varieties chosen for flavour, provenance and history.
Paolo says interest in growing food has shifted in recent years, particularly since the pandemic.
“Veg growing used to be, lets say, ‘traditional’ – I always call it old boy, flat cap, whippet (tongue in cheek of course!). But covid changed all that.”
Locally, Seeds of Italy works with allotment societies, residents’ associations and community groups across Harrow, promoting biodiversity and encouraging people to grow older varieties that risk being lost.
The warehouse itself is designed to be a social space as much as a shop.
“I always say tongue-in-cheek that we have no customers, only fans! Seriously though, there is a community feeling in our warehouse store, people often know each other or are locals and they will engage in conversation when choosing seeds or ingredients from our pop up Italian deli, often swapping recipes or gardening tips and stories.”
Paolo believes that face-to-face connection is something independent businesses still do better than big chains.
“Support local is not just a motto – SME’s hire local people and can often give a much better service to locals and unique products and for example with us, you are buying genuine Italian goods you won’t find in the stores and we can tell you about each and every one of them!”
Looking ahead, Paolo sees an important role for businesses like Seeds of Italy in education, sustainability and protecting seed diversity.
“Young people get climate change and the importance of heritage varieties.”
He is also keen to see horticulture taken seriously as a career.
“Horticulturalists are bright and knowledgeable and Harrow needs you.”
For Paolo and Alessandra, Seeds of Italy remains a personal project as much as a business, one that combines food, growing and community, firmly rooted in Harrow while reaching far beyond it.
You can find Seeds of Italy at Unit D2, Phoenix Business Centre, Rosslyn Cres, Harrow HA1 2SP and follow them on Instagram here.
Carly is a creative writer with a wide range of interests and a genuine curiosity about people and their experiences. She’s community-focused and enjoys telling real, relatable stories. When she’s not writing, she’s usually exploring something new or working on one of her many projects.
