Heinz is bringing gardening and gastronomy together with the new Heinz City Allotment.
The ‘crop-up’ plot, which appeared overnight in Soho Square, encourages visitors to pick a selection of vegetables, straight from the ground, before enjoying them with Heinz Salad Cream in a super-fresh salad or sandwich.
The allotment has been designed to provide a slice of home-grown life following research that nearly half of Brits do not have access to a garden or plot of land to grow fresh food in.
The self-service salad sanctuary was created with the help of food expert, Matthew Fort, who provided all of the necessary foodie insights to help cultivate a plot full of edible flora, from sweet tomatoes and crisp lettuce to celery and carrots.
After getting hands on with the growing veggies, visitors can have their fresh ‘pick-n- mix’ washed before preparing their own salads or sandwiches using the on-site facilities.
Seating areas are available and Heinz Salad Cream, the perfect accompaniment to a variety of foods, will be available in plentiful supply to give the salads and sandwiches that ultimate finishing touch.
Commenting on the experience, Matthew Fort said:
“If there’s one thing that makes food even more satisfying, it’s the feeling of taking ingredients straight from nature and experiencing the journey from plant to plate.
With this allotment we’re hoping to give Brits a fresh, healthy and fun experience, and show that picking and eating the freshest of foods is something that everyone should have the chance to enjoy.”
The allotment is being trialled in London’s Soho Square and was open yesterday and today for al fresco dining with a twist, before potentially spreading its roots to other cities across the country.
Heinz will also be raising money for charity, with visitors asked to kindly give a small donation for their salad or sandwich to Help a London Child.
Nigel Dickie, from Heinz, concluded:
“Heinz Salad Cream has always been the perfect partner to a variety of the nation’s favourite foods, especially a crisp salad in the summer sun, and with the allotment we wanted to give people the ultimate salad to dress.
With more and more people being denied the opportunity to enjoy the benefits of their own veggie patch, we felt it time to give some of these people the chance to paint their fingers green and tuck into a tasty salad of their own design.”