Have you heard of Aivar? Aivar (also known as Ajvar) is a household staple across the Balkan states, and many families have recipes that go back generations. Pelagonia co-founder Philip Evans says, “Everyone's auntie makes the best variety, people are so passionate about the stuff here.”

Philip moved to Macedonia from England in 2009 to work with an NGO alongside his wife. They both fell in love with the country and were compelled to stay. Philip later filmed a series of cooking programmes for TV and internet in Macedonia before discovering the potential of Macedonian food and together with his Macedonian partners they launched Pelagonia in 2011 to promote regional food for export. They now boast listings in 12 countries including close to 1000 stores in the UK (Waitrose, Sainsbury's and Ocado).

Aivar is to the Balkans what humous is to the Middle East, what pesto is to Italy. Every region boasts its own classic recipes, made at home by locals, produced and exported commercially by companies for the world to enjoy. When Pelagonia first launched their Aivar in the UK in 2012, it was still a relatively unknown product. In that time Philip and his partner Andrej have worked hard to introduce Aivar and their whole range to people up and down the country (and across the world).

Aivar has a sweet roasted red pepper taste delicious with salty cheeses, flat breads, eggs and sandwiches. Made from 70% Roasted Peppers, 20% Roasted Aubergine, 9% Sunflower Oil, 1% Salt.

Take a look at this video Pelagonia made in 2017 with AFP on the regional passion for Ajvar. 

ENDS

Contact: Philip Evans / philip@meridiano-produce.eu / +389 (0) 71319546