A covered market in the heart of the Maremma: here’s how MeQ is redefining Summer in Follonica

From butchers’ stalls to fish counters. From wines to cheeses, to sandwiches filled with zero-kilometre ingredients and traditional dishes made with seasonal produce. We’re not in Florence, but at MeQ in Follonica, a space just steps from the sea that goes far beyond the concept of a simple market. Here, the identity of Northern Maremma and short supply chains merge into creative culinary experiences, becoming a driver of community and tourism in one of the most popular seaside resorts on the Tuscan coast. Just cross Piazza XXIV Maggio to immerse yourself in an authentic, ethical, and plastic-free environment. A clear sign that even the provinces can shine when it comes to quality shopping.

The rebirth of MeQ

The concept – that of a convivial covered market – has nothing to envy its larger counterparts in big cities like Florence, Rome, Turin or Milan. The result of a renovation project lasting almost four years, MeQ – Mercato coperto di Qualità (Covered Market of Quality) – was born from the joint effort of the local council and local operators, aiming to save and revive Follonica’s historic market, which was at risk of closure. The goal: to transform it into a gastronomic and cultural hub centred on the quality of local products. It’s also the first market to be part of the regional Vetrina Toscana project, in collaboration with Unioncamere.

A meeting place which, two years after its inauguration, is now one of the most popular destinations not only for locals but also for tourists and day-trippers returning from the beach. This success is partly thanks to the major refurbishment of the old structure, which now features a modular system offering spaces for tastings, cooking classes and evening events. Strolling through the central square full of tables under glass panels, it’s easy to soak up the welcoming atmosphere that greets those in search of wholesome products or a tasty break, with dishes like panzanella, pici all’aglione and spit-roasted chicken.

A beating heart of sustainability and identity

Another key to its success is its focus on the environment: no single-use plastic, anti-waste practices such as donating unsold food to charitable organisations, a recycling scheme rewarded with discount vouchers, and a pet-friendly structure designed for everyone. These green policies, combined with the choice to prioritise quality and supplier selection, ensure a fully sustainable offering, with products that change over time in line with nature and producers’ rhythms.

The market is also host to a rich calendar of events, with lively programming in its various spaces, including show cooking that celebrates traditional recipes reimagined by local chefs, cooking classes, and guided tastings designed to showcase the area’s finest specialities. These events, especially in summer, turn MeQ into the beating heart of Follonica’s town life, where locals and visitors blend in search of authenticity, conviviality and new flavours. A tangible sign that when creativity meets local tradition, in a mix of hospitality and free beaches, even a small town can become a top summer destination.