Meet The Producer: TiramisUGO

We are lucky enough to have the wonderful character that is Ugo Massabo of TiramisUGO as part of our market community here in Truro. Passionate about quality and provenance, Ugo’s theatrical talent (he has a background in performing arts) has helped him tell the story of his food heritage – and create an artisan product range full of heart and personality.

Combining the ingredients and culture of two great food destinations, The Cornish Italian is truly living the dream!

How did it all start?

Ugo was born in Italy where he grew up as part of a large, food-centric family. As well as cooking alongside his mother Daniela, Ugo often joined his father Piero to make Tiramisu as an après-ski treat after a long day on the slopes.

This family recipe became the stuff of legend; it would go on to become the basis for a whole business, giving Ugo a chance to create a sustainable, high quality food enterprise. Sadly Ugo’s father passed away in 2005, but through his recipe he is still very much a part of Ugo’s daily life.

Ugo first came to the UK to work in theatre production, making use of his qualifications in performing arts. When he was made redundant from a job he loved, he decided to find a way to stay in Cornwall where he had built a life he was reluctant to leave behind.

Taking his father’s recipe, Ugo began making Tiramisu in environmentally-friendly glass jars and selling them to local farm shops and delis. From the early days he has had a stall here at Truro Farmer’s Market, where he is a much-loved member of the market family!

What ingredients are involved and how is TiramisUGO made?

Ugo uses eggs from St Ewe, alongside the finest Italian mascarpone and coffee. Every batch is freshly prepared to his family recipe, and the product is free from additives and preservatives. It’s quite simply the authentic Italian dessert that is lovingly made by cooks – Italian or otherwise – across the world today.

“Tiramisu is one of those magical things that is very simple to prepare but hard to perfect,” says Ugo. “Like many traditional Italian creations, it uses a small number ingredients but they need to be top quality. I’m really proud of the consistency of our Tiramisu.” Ugo has created a few variations (a vegan Tiramisu is available, and you can also buy versions with chocolate or rum added to the recipe) but wisely refuses to tinker too much with perfection!

How has your business changed over time?

“While our flagship product has stayed consistent, the business has changed dramatically. Covid-19 forced us to adapt rapidly to changing circumstance,” explains Ugo, who’s business was initially extremely hard-hit by the effects of the pandemic.

With markets and other events cancelled, Ugo had to diversify quickly. He spotted a gap in the market for high quality meal boxes delivered to homes, and so he and his mother – Mamma Daniela – stepped in to the breach!

“We launched The Cornish Italian in March 2020,” Ugo recalls, “focusing on a small menu of delicious pasta dishes. We are now sending authentic Italian meals – always finishing with Tiramisu of course – across the UK with our delivery partner DPD. I’m pleased to say that it has been a phenomenal success. Just like our flagship dessert, The Cornish Italian is based on authentic recipes and great ingredients – all freshly prepared with love and care, from our family to yours!”

Going from the theatre to food production has been a natural progression for Ugo, as he explains. “There is a theatrical element to preparing a meal – at least there is in Italian kitchens! Choosing ingredients, cooking together, taking your creation to the table, sharing the meal – to me this is a form of cultural storytelling, just like in the theatre.”

You sound very busy! How do you still find the time to come to market?

“For me, business isn’t just about turning a profit or winning big contracts,” explains Ugo. “It’s about community and being part of the local culture. In Italy the local market is the heart of every town- it’s where the social fabric of our lives is woven together. I get the same buzz from Truro Farmer’s Market – it feels like a family which is always expanding but which always has room for more!”

Like other market traders, Ugo values that face-to-face connection with customers who get to see the personality behind the products when they visit our market here in the heart of the city. Ugo’s enthusiasm and warmth, as well as his showmanship (his three-wheel, Tiramisu-mobile is all part of the act!) is guaranteed to bring a smile to the faces of all our visitors.

“The market is my expression valve! TiramisUGO is more than a faceless corporation, it’s born out of my personality and passion for life,” explains Ugo. “You can try and tell that story on a website or in your branding, but it never has quite the same impact as getting out there and meeting people face-to-face.”

So, what’s next?

“The Cornish Italian side of the business is growing exponentially at the moment, and with that so is TiramisUGO! I’m really excited about what the next year holds,” says Ugo, whose freshly made meal packs will soon be available chilled at market and across the nation in the best farm shops. He adds: “But, whilst the national orders will hopefully keep coming in, you’ll still find me at market as much as possible or careering around the Cornish countryside, delivering Italian meals and Tiramisu to doorsteps across the Duchy!”