New deli launched in Swaffham aims to provide helpful service and healthy options

New Business Vito's Deli at 2 Market Place Swaffham just opened by Isobel Matthews. 
LtoR, Isobel Matthews, Sarah Knight, Charlie Goss
New Business Vito's Deli at 2 Market Place Swaffham just opened by Isobel Matthews. LtoR, Isobel Matthews, Sarah Knight, Charlie Goss

Healthy food and good service are priorities at a new deli which has just opened in Swaffham’s Market Place.

Vito’s Deli has been launched by Isobel Matthews, who moved to the town five months ago and who previously worked at a deli in Chelsea.

Nwes, based at the King’s Lynn Innovation Centre, has given her assistance to obtain a business loan to get the project up and running.

Isobel’s vision is for the deli to be more than just a shop. She said: “Vito’s Deli is here to provide a service to the community.

“We hope that if people want to know anything at all about food, or just want to try some, they will come and ask.

“We want to provide healthy food for people who are on a limited budget and in the future, I intend to run workshops which will focus on preparing and cooking wholesome food.”

Isobel, who chose the name “vito” for the deli as it means “life” in Latin and reflects health, supplies children’s food which is free from additives. The shop’s other ranges include pasta, which arrives directly from Sicily, top quality cheeses by cheesemakers to the Queen, Paxton and Whitfield based in London, and charcuterie, supplied by Cannon and Cannon, of London’s Borough Market.

“I want to honour the royal link with Norfolk where the Queen stays, by being supplied by royal warrant holders and also honour the townspeople of Swaffham by providing something gorgeous to eat,” said Isobel.

“My aim is to be renown for the deli’s salt beef sandwiches. The beef comes from Hensons, founded in Smithfield Market, who also supply Selfridges and Harrods.”

Isobel has two people working for her, full time shop assistant Sarah Knight and, on Saturdays, A level student Charlie Goss, who helped to refurbish the shop.

Isobel said she was very grateful to her Nwes business mentor, Stephen Davies, who is continuing to assist with advice, and also Starlings of Swaffham, who have been most supportive.

Vito’s Deli is open 8am-4pm, Monday to Saturday and closed on Sundays. In the summer, opening hours will be extended.