US – Co-founded by executive chef Dan Barber, ‘designer’ seed company Row 7 develops, promotes and sells seeds for new strains of vegetables and grains. With products like badger flame beets – a milder beet that can be eaten raw - and experimental cucumbers, Row 7 is the first brand to connect breeders directly with chefs.
The seeds are therefore cultivated entirely around flavour, with the chefs feeding back on each of the new varieties, before they are sold to consumers in Walmart. ‘Part of the goal of the company is not only to increase the flavor of vegetables: It’s to look at how we, as chefs, can change the culture of eating,’ Barber told the New York Times.
In line with our Anti-Intuitive Cooking microtrend, brands are helping to translate the gourmet food experience from the restaurant and into the home.