Selfridges signs up Natoora to add fresh produce at food hall
Selfridges has signed a rolling contract with Natoora which has opened a fruit and veg “shop-in-shop” in its food hall in the West End of London.
The same seasonal produce, supplied to top chefs by Natoora, is now available in the 100 sq ft concession.
The selection this autumn includes seasonal apples from specialist grower Ringden Farm and Delica pumpkins – from Mantua, Italy – that undergo a slow-curing process after harvest to reduce water content and concentrate flavour.
Black Sollies Figs grown in the mineral-rich soil of France’s Gapeau River Valley will also be on sale alongside a variety of fresh fruit salads, side salads, prepped vegetables and fruit hampers, which start at £50.
Adrian Boswell, Selfridges fresh foods buyer, said Natoora had built a reputation for supplying some of London’s best restaurants so the food hall was “thrilled” to be making the same produce available.
Tim Ballard, Natoora brand director, said: “Our produce is carefully selected for incredible flavour.
“We want people to discover what fruit and vegetables can actually taste like.”
Selfridges was the ideal site for Natoora, he said. “It is an immersive, theatrical environment and our goal is to encourage shoppers to experience our produce first-hand.”
Natoora works with more than 400 professional kitchens and currently has a shop in Chiswick, with plans to open a second later this year. Its customers include Ocado and Whole Foods Market.
Jenny Gilbert, marketing manager, said the deal with Selfridges was not exclusive but it would not open concessions at any of Selfridges’ competitors.