There is an unspoken rule to Italian market shopping: Seek out the stall with the longest queue and wait – locals know where to buy good products. The coziness of market shopping is all part of the experience. It means placing your trust in the quality of local produce and having a friendly chat with the lively marketer at the usual time and place. But is this concept outdated in this day and age? Massimo Vezza proves it is not. His company, San Lorenzo, specializes in distributing traditional Italian foods. To him, trust and quality matter, and they can indeed be conciliated with growing markets.