Issue link: https://maltatoday.uberflip.com/i/1545759
Ancient grains, traditional sourdough fermentation and minimally processed foods better reflect the diets humans evolved to eat, she says. The shop therefore specialises in products made by small European producers using traditional methods rather than industrial manufacturing. For Zerafa, organic food is not simply about replacing one product with another. It is about changing the way people think about food altogether. She encourages customers to rediscover simple cooking, seasonal ingredients and recipes that have been passed down for generations. A bunch of fresh herbs, good olive oil and vegetables, she says, can become a healthy meal in minutes without relying on heavily processed convenience foods. "We've lost a lot of information," she says. "People think healthy cooking is difficult, but it isn't." She often points to Malta's wild fennel, which grows abundantly across the countryside but is largely ignored. Many consumers happily buy imported jars of fennel pesto, she notes, without realising they could make their own from ingredients growing naturally nearby. For Zerafa, this loss of food knowledge is part of a wider disconnect between people and what they eat. "The region gives you what you need," she says. "Going back to our origins doesn't mean rejecting progress. It means remembering the value of traditional food, understanding where it comes from and respecting the people who produce it." One criticism often levelled at organic food is its higher price. Zerafa acknowledges the difference but argues consumers are asking the wrong question. "Instead of asking why organic is expensive, ask why conventional food is so cheap." Growing food without synthetic pesticides requires more labour, lower yields and greater care. Cheap food is often only possible because of industrial-scale production that externalises environmental and health costs. She also believes healthy eating is not simply about spending more money, but about changing habits. Rather than buying heavily processed snacks, ready-made sauces or excessive portions, she encourages people to cook simple meals using fresh herbs, vegetables, legumes and quality ingredients. "I never spend more than 20 minutes in my kitchen," she says. "Good food doesn't have to be complicated." "We've lost so much information," she says. "Sometimes all we need to do is go back to our ancestral heritage and traditions." That philosophy underpins The Farmer's Deli: supporting Malta's certified organic farmers while also importing carefully selected organic products from trusted producers across Europe, promoting seasonal eating where possible, encouraging minimally processed foods and helping customers understand where their food comes from. The goal is not to reject foods that cannot be grown locally, Zerafa says, but to be transparent about their origins and to encourage consumers to make informed choices. After careers in journalism, public relations and multinational consulting, she sees her work today as a continuation of the same mission. "I've come full circle," she says. "I started searching for the truth. Now that truth is in the food we sell." Her message to consumers is simple: "Be authentic. Be informed. Don't become a victim of the marketing machine." Instead of asking why organic food is expensive, we should be asking a more uncomfortable question... why has conventional food been made so cheap in the first place? " 13