Sloane Stanley has today announced that Natoora, the innovative fruit and vegetable specialist that supplies over 600 of London’s best restaurants with outstanding produce, is to launch a 540 sq ft standalone store at 309 Fulham Road this August.
Adding to Chelsea’s established mix of leading food operators, this new space will challenge the traditional idea of a greengrocer and educate consumers on the importance of eating seasonal, traceable produce sourced directly from growers, and only sold within its natural seasonal window. This ambitious approach is logistically complex but aims to restore better eating habits and reconnect consumers with the real flavours of fruit & vegetables.
Featuring state of the art temperature-controlled environment that keeps produce at the right humidity level, customers should expect a range of radically seasonal fruit and vegetables, a living wall of shoppable microgreens from Natoora’s organic partner farm in Cornwall as well as hand-forged steel knives from Blenheim Forge and handmade ceramics from New York potter Fernando Aciar. Natoora’s in-house range of completely traceable, freshly prepared food to go will also be available in store: this small batch food to go is made from the same produce that they source and also follows their radically seasonal ethos.
Commenting on the news, Hannah Grievson, commercial property director at Sloane Stanley said: “Natoora’s commitment to flavoursome, in-season ingredients makes them a brilliant and sought-after addition to the Estate. I am confident Natoora’s high-quality produce and delicious, wholesome dishes will be incredibly popular with Chelsea shoppers and our local residents.”
Tim Ballard, chief commercial officer at Natoora, added: “Our radically seasonal approach to sourcing has been an incredible success in our Sloane Square store and we’re very excited to be building on this vision for the future of fresh produce in our new Chelsea location. Supermarket produce aisles tend to distort our connection with nature with the illusion of year-round availability so I am very proud that we are having a positive impact on the way people shop with our truly seasonal range. A better understanding of seasonality, sustainability and flavour are key to transforming the current food system for the better. The local community has been very receptive to this shift and I very much look forward to welcoming them in our new store.”