Electrolux strikes deal to kit out Selfridges rooftop pop-up

wastED
Sat Baines
Selfridges. London

©Gareth Davies 
07774899744

Commercial kitchen equipment manufacturer, Electrolux Professional, will be supplying several essential pieces of cooking equipment a new pop-up which occupies the rooftop of London’s Selfridges.

wastED London is Dan Barber’s first appearance in the city. It will see the team from New York’s Blue Hill restaurants create a menu from often-ignored and un-coveted ingredients commonly referred to as food waste.

Electrolux Professional will be supporting wastED London through the supply of energy efficient induction hobs and a time-saving TRK multi-functional slicer and processer.

The concept was first launched at Blue Hill in Greenwich, New York, for three weeks in 2015. The London pop-up will be the second iteration of wastED and the resulting menu will feature ingredients such as cabbage cores, cover crop sprouts and waste-fed pigs, and offer reinterpretations of a few iconic British dishes.

“We didn’t want to just transplant wastED; we wanted to completely reimagine it,” Dan Barber says.

“Coming to London has meant discovering new partners, but also tapping into a fully evolved movement — a conversation around food waste spearheaded by chefs, advocates and industry leaders, and supported by vital culinary traditions.”

Darren Lockley, head of region for UK & Ireland at Electrolux Professional, comments: “Food waste is an enormous problem in the 21st century, so to see one of the world’s most innovative chefs tackling the issue head-on in an exciting and engaging way is incredibly refreshing. wastED’s first iterance in New York marked a seminal moment in the industry’s reaction to this often-overlooked element that can have a real effect on a kitchen’s bottom line, so to be able to contribute to its next adventure in London is a huge honour.

“Sustainability is a core value to Electrolux Professional, and we aim to deliver commercial kitchen equipment which not only helps our customers to curb the high energy costs traditionally associated with the catering market, but to also reduce the impact our equipment has on the environment. We hope that the equipment we are able to supply will help facilitate the wastED London ethos.”

Image credit: Gareth Davies

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