Food from LONDON

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London has an illustrious history of indigenous food production. Currently the capital is seeing a wave of new food and drink producers.
This is part of a global trend of ‘craft making’ led by production and logistical innovations.
The net result is that within the 33 boroughs of London we have an incredible renaissance of new; bakers, blenders, brewers, curers, distillers, preservers and roasters......

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Food from LONDON

  1. 1. Images authors own or for illustration only. No rights claimedDraft2 2013 Annie & Philip Slade : Food from London Food from LONDON 1
  2. 2. Images authors own or for illustration only. No rights claimedDraft2 2013 Annie & Philip Slade : Food from London Two passionate foodies, working in the creative industries, both in love with London have had an idea. 2 We believe there is much to be made from the growing numbers of food and drink producers based in London.
  3. 3. Images authors own or for illustration only. No rights claimedDraft2 2013 Annie & Philip Slade : Food from London London has an illustrious history of indigenous food production 3 Observation
  4. 4. Images authors own or for illustration only. No rights claimedDraft2 2013 Annie & Philip Slade : Food from London Currently the capital is seeing a wave of new food and drink producers. The result is that within the 33 boroughs of London we have an incredible renaissance of new; bakers, blenders, brewers, curers, distillers, preservers, growers and roasters etc. 4 This is part of a global trend of ‘craft making’ led by production and logistical innovations. Observation
  5. 5. Images authors own or for illustration only. No rights claimedDraft2 2013 Annie & Philip Slade : Food from London After the celebrations of 2012, 
 LONDON the brand, is in the most robust of health, 
 with a theme of traditions being re-invented. 5 Observation
  6. 6. Images authors own or for illustration only. No rights claimedDraft2 2013 Annie & Philip Slade : Food from London 6 Food and London
  7. 7. Images authors own or for illustration only. No rights claimedDraft2 2013 Annie & Philip Slade : Food from London It is now time to plan for the future. Policy makers, manufacturers and citizens all need to make positive food choices if everyone is to play their part in achieving a healthy sustainable food system that will benefit all. 7
  8. 8. Images authors own or for illustration only. No rights claimedDraft2 2013 Annie & Philip Slade : Food from London Our idea is to amaze people with the diversity of food and drink produced in LONDON. 
 8 Promoting the burgeoning number of producers within the 33 boroughs of the Capitol
  9. 9. Images authors own or for illustration only. No rights claimedDraft2 2013 Annie & Philip Slade : Food from London 9
  10. 10. Images authors own or for illustration only. No rights claimedDraft2 2013 Annie & Philip Slade : Food from London 10 Hidden gems of products. Enlightening stories of their producers and the surroundings in which they are made and sold. Foreman & Field one of London’s oldest smokers
  11. 11. Images authors own or for illustration only. No rights claimedDraft2 2013 Annie & Philip Slade : Food from London 11 Rubies in the Rubble. Chutneys made from waste fruit and veg from London’s markets. Foundered by Jenny Dawson and Sophie Gore Browne
  12. 12. Images authors own or for illustration only. No rights claimedDraft2 2013 Annie & Philip Slade : Food from London 12 Duncan Sambrook of Sambrook’s Brewery Battersea
  13. 13. Images authors own or for illustration only. No rights claimedDraft2 2013 Annie & Philip Slade : Food from London Research shows shoppers value food with provenance, greater still from locations with fame 13 Shoppers seek provenance of the food they are eating. From Sainsbury’s named suppliers to food miles credits Scratch cooking has become the norm, no longer a foodie trend but the reality of post recession behaviours Totem products. Shoppers treat themselves with purchases that can be eulogized about later Summary of findings from; Mintel,TNS,Trendwatching Brand LONDON has never been stronger globally. "2012 has been a momentous year for London’s reputation as the global city to live, work, study and invest.” Chris Gottlieb. Director of Strategy London & Partners The capitol is seeing a surge in new producers from two new distilleries, the first in a 100 years to artisan coffee roasters and roof top bee hives
  14. 14. Images authors own or for illustration only. No rights claimedDraft2 2013 Annie & Philip Slade : Food from London 14
  15. 15. Images authors own or for illustration only. No rights claimedDraft2 2013 Annie & Philip Slade : Food from London 15 London sourced food and drink is currently not promoted collectively
  16. 16. Images authors own or for illustration only. No rights claimedDraft2 2013 Annie & Philip Slade : Food from London We see a real opportunity in promoting the amazing diversity of food and drink produced in London. 16
  17. 17. Images authors own or for illustration only. No rights claimedDraft2 2013 Annie & Philip Slade : Food from London Audiences 17 SHOPPERSPRODUCERS GOVT Londoners: Urban achievers seeking authenticity from the brands they buy !• Branded Events • Web directory • Joint promotion in Supermarket Visitors: Looking for trophies of their travels Overseas: Searching out new wave makers with provenience Established producers • Promote the value of ‘from London’ on packaging !• Award the best ‘from London’ in various categories Potential and current start-ups •Mentoring •Marketing support Individual Borough business support units GLA prompting home and abroad food and drink entrepreneurs UKT&I Promoting the best from Britain abroad Knit your own peps
  18. 18. Images authors own or for illustration only. No rights claimedDraft2 2013 Annie & Philip Slade : Food from London 18 Authentication mark Awards scheme A book Export event Trade show prescience Curated retail space
  19. 19. Images authors own or for illustration only. No rights claimedDraft2 2013 Annie & Philip Slade : Food from London What are we looking for? ! Support for a campaign to raise the profile of food and drink producers based in London. ! Backing for a ‘Food from London’ authentication mark. 19
  20. 20. Images authors own or for illustration only. No rights claimedDraft2 2013 Annie & Philip Slade : Food from London Who are we? 20 Husband and wife team, Annie and Philip Slade we have spent over 20 years together. Indulging our passion for tracking down amazing food, whether cooking at home or eating out. ! Both believe life is way too short to put up with mediocrity Since November last year, we have started a quest to track down, speak to and document the best of London’s food producers. Active across a whole host of social media platforms under the banner ‘Food from London’ ! Both ex advertising creative directors. One now consultant strategic planner the other teaching art and crafts to young children. Confirmed Londonites for over 30 years we were both lucky enough to have volunteer roles both before and during the Olympics Games.This project is our contribution to the 2012 legacy ! http://www.Foodfromlondon.co.uk http://paper.li/foodfromlondon Twitter @foodfromlondon Facebook.com/foodfromlondon 07956 532 107
  21. 21. Images authors own or for illustration only. No rights claimedDraft2 2013 Annie & Philip Slade : Food from London Food from London A celebration of the burgeoning numbers of food and drink producers in London 21 The Sipsmith team, owners of London’s first new still in over a 100 years, built in a garage in Hammersmith.

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