‘How about a future where food in Malta is something to take pride in, at every level?’ – Joeaby Vassallo

“How about a future where food in Malta is something to take pride in, at every level? Where every meal—whether a quick snack grabbed between meetings or a carefully plated dish in a fine restaurant—is made with the same respect for ingredients, process, and the people who consume it”? 

This is what Joeaby Vassallo, an architect with I+A Design Studio reflected on, when talking about Malta’s current food landscape. 

There is no official figure for the number of restaurants in Malta. However, the most recent estimates by ACE found that Malta has around 2,700 licensed with Visit Malta and additional 700 with the Trade Licensing Unit.

The latest population statistic finds Malta has an approximate head count of 562,000 people. This means that Malta has relatively more eateries than New York, London or Paris.

In other terms, Malta and Gozo have one catering establishment for every 165 people.

Being so spoilt for choice is one thing – but does it reflect in quality?

“How about a system where quality is expected, where standards are upheld not just by law but by culture, where a simple sandwich carries the same integrity as an elaborate multi-course meal?

Right now, something is missing,” Mr Vassallo says.

“More food places are opening than ever before, yet the sense of craft, of story, of care, is often lost. We see food that doesn’t quite taste the way it should, meals that feel like they’ve been assembled rather than cooked, experiences that leave no lasting memory.”

“And it’s not about convenience—fast food, high-volume kitchens, and production-line efficiency can all still create excellence. It’s about intention. Are we feeding people, or are we just serving them? Are we creating something worth experiencing, or are we simply moving product?” he notes.

Michelle Muscat, President of ACE (Association of Catering Establishments), wrote that out of three and a half thousand establishments, “probably two thirds share a copy and paste menu of pizza, pasta, burgers and grills trying to be everything for everyone, some of which having an over congested 100 items’ menu.”

That being said, ACE believes that restaurant quality levels in Malta have upgraded to an extent in which “one can honestly state that Maltese eateries can compare with any of our neighbouring countries, such as Italy, France and other Mediterranean countries.”

“This isn’t just about personal taste. It’s about what we value. A strong food culture is more than just Michelin stars at the top—it’s a foundation built on respect for quality at every level. When food businesses are driven by passion, it shows. When they aren’t, it lingers in every bite,” Mr Vassallo continued. 

“Some establishments enter the industry without a real love for food. Maybe it’s just a business opportunity, a chance to capitalise on high footfall and easy transactions. Maybe, in some cases, the food itself isn’t even the real business at hand. The result is a landscape where those who genuinely care must fight harder to stand out, while others cut corners and still survive.”

In order to counter this, Mr Vassallo thinks a rating system should exist that “holds food businesses accountable for hygiene but also for the standard of what they serve.”

“A grading system that rewards those who are doing it right and exposes those who aren’t. Not as a punishment, but as a filter. As a way to ensure that anyone who eats out in Malta, whether at a roadside kiosk or a high-end restaurant, can trust that what they’re being served is fresh, well-prepared, and worth their money,” the architect explained. 

“Malta already faces challenges when it comes to food security. We import so much, yet we don’t always make the best of what we have. This is an opportunity to do better, to make sure that whatever reaches the plate is handled with care, cooked with skill, and served with pride. How about a future where food businesses count smiles instead of just sales? Where diners feel a connection to what they eat, and where food itself is something more than just a transaction?”

Justin J Camilleri, from Malta’s Food Agency, offered a diplomatic idea that while Malta has some improvement to do, there has been a noticed trend of consumers opting for locally sourced, sustainable dishes when dining out or getting a takeaway in.

“As the food sector continues to evolve rapidly with emerging trends and diverse business models, it is encouraging to see a growing consumer appetite for local, high-quality food. At the Malta Food Agency, we are strategically working to enhance market access for fresh local food products while fostering a stronger connection between consumers and local producers,” Mr Camilleri tells BusinessNews.mt. 

We are pleased to observe an increasing demand for fresh, locally sourced products, with more establishments choosing to procure their ingredients from our markets—Pitkalija, Pixkerija, and the Farmers Market—as well as directly from their trusted farmers and fishers. Additionally, a rising trend sees establishments cultivating their own fresh produce or crafting artisanal food products. This shift is one we are actively supporting, as it not only adds value but also extends product shelf life, ultimately contributing to the reduction of food waste.

“Encouragingly, we are also seeing more establishments proudly using quality fresh local food products to showcase Malta’s history and culture to both locals and tourists”, he says, adding that the Malta Food Agency will be collaborating with the Malta Tourism Authority and Heritage Malta to highlight the culture, history, and traditions behind our food.

“While this is a positive trend, we recognise that there is still much more to do.”