London – The company that supplies London’s leading chefs with fresh produce has opened its first direct-to-consumer grocery store.
Natoora breaks free from the traditional design codes of supermarkets, using grey cement to create a sleek environment inspired by geology. Instead of organising its fruit and vegetables into categories, the produce is arranged according to its seasonal window – meaning shoppers are first greeted by early season produce, culminating in the discovery of a fermentation room at the back of the shop.
A refrigeration system means that the shop is constantly chilled to preserve the produce. The space also eschews plastic packaging, tapping into the growing movement towards zero-waste retail. While Natoora has long supplied high-end restaurants with ingredients, it is now determined to educate the general public about the importance of seasonality and transparency in food.
Look out for our new Food and Drink macrotrend Uprooted Diets, in which we explore the rise of local-first grocers such as Natoora.