Friendly Magnolia
548 College Street
416-920-9927
When I first moved to Little Italy I thought I had died and gone to heaven. Spoiled for choice by the restaurants, cafés, bars and lounges peppering the lively College Street strip, they practically ensured I would never go hungry.
That is, until I realized that the one thing this fabulous neighbourhood lacked was a grocery store. The closest megamart at the intersection of College and Shaw was within (long) walking distance, but seriously hampered my ability to procure last minute ingredients. Resigned that I would have to alter my shopping habits, it seemed a small sacrifice to live in such a vibrant, eclectic area.
Several weeks later, once I’d settled, unpacked (and started becoming antsy for a home cooked meal) I stumbled across Friendly Magnolia while searching for cippolini onions. The moment I crossed over the cobbled threshold, I knew I’d found someplace special. The inviting purple facade with its sliding garage door utterly belies the magnitude of culinary possibilities contained therein. More than just a gourmet shop, Friendly Magnolia specializes in organic, natural and specialty foods, and co-owner Amar Gurditta playfully jokes, “the first thing you’ll see is there’s no junk... we like to keep it that way”.
Friendly Magnolia is the second outpost in Gurditta and his partner’s organic and natural food empire. Their flagship store, Cabbagetown Organics (499 Parliament Street) has been in business for the past five years, while little sister Friendly Magnolia’s been on the block for just over three. Comparing the two locations, Gurditta reveals “this is more hip and trendy” while the Cabbagetown store is “more traditional”. Questioned about what prompted them to get into the grocery business, he elaborates, “organics seemed interesting at the time, and we were kind of health conscious,” so they started their business and have never looked back.
There’s no denying that the products stocking the shelves are of an exceptionally high calibre; Gurditta’s modus operandi is “to keep things fresh, so we get in small volumes, small quantities”. When the topic of local shopping options arises, Gurditta’s opinion is both shrewd and heartfelt. “I can buy something for a dollar but when you take it home and it doesn’t taste good, you’re not going to come back, right? And then there’s something for two or three dollars and you’re going to enjoy that more.” The overriding principle is quality, and though you might pay a little extra for some items, the investment in taste is more than worthwhile. On the flipside, Gurditta is quick to point out that his prices are competitive and in some cases even cheaper than some of the larger chain stores.
Browsing the selection at Friendly Magnolia would take any serious foodie several hours, as the walls are lined floor to ceiling with shelves crammed with just about every foodstuff imaginable. Gurditta tells me that while the store is not exclusively organic, it’s about a “65 to 35 ratio,” and what they can’t bring in as organic, they bring in as natural instead. None of the products are carried solely by Friendly Magnolia, but Gurditta is confident that “our customers, our people, if they like us they’ll buy from us,” because the food is always fresh and wholesome, and the price is always fair. He’s not keen to limit the growth of smaller producers or suppliers by locking them into exclusive arrangements either, which is a refreshing take on doing business, and one that seems to serve everyone’s interests well.
When sourcing new products “most of the time when we bring in new items we have the company have a demo here and we see the reaction of people”. It’s that reaction that helps to shape the store’s content, though customer requests also hold weight. At present the store is expanding their offerings in the gluten-free sector, including frozen entreés, pastas, crackers, breads and flours. The beauty of Friendly Magnolia is that no matter how often you stop by, there’s always something new to discover. While conducting this interview I uncovered a quirky product line called Sexy Spice, a kitschily packaged brand of crackers called Doctor Kracker and a whole shelf filled with maple syrup curiosities, amongst other things. Don't forget to peruse the massive olive oil and vinegar wall as well. It seems to get bigger every time I stop by, and happens to be a personal favourite and point of pride of Gurditta’s.
For those with busy lives, the foods made in-house are definitely not to be missed. Friendly Magnolia’s resident chef prepares the tantalizing to-go options for the store’s takeout counter daily. There are usually around eight different types of salad, as well as salmon filet and chicken breast options. The food is colourful and has great sensory appeal, and even though I’m not hungry, I still feel a small pang in my stomach as my eyes drink it all in.
But, the number one reason to shop at Friendly Magnolia becomes ever more apparent during the course of our interview. As we are chatting, customers continually approach Gurditta to shoot the breeze or say hello. Shoppers certainly won’t get this sort of reception at the megamart down the street, as Gurditta and his staff always seem inherently pleased to see everyone. Nearly three years after I moved to the area, I still pop in to Friendly Magnolia at least once a week and I’m happy to say, it’s still as friendly as ever.
Porsha Perreault is a freelance writer, voracious eater, amateur charcutier, and chocolate enthusiast living in Little Italy. She can often be found sourcing the newest developments in heirloom and heritage fruits and veg and other local delicacies at farmer's markets around Toronto.
