London bomb shelter micro-green supplier Growing Underground has launched two salad mixes under their own label in Waitrose.
The company caused a stir in the food industry after opening their novel production site, nestled 33 metres under Clapham, and already sell products at Whole Foods and M&S under the retailer’s label.
Now their English mix, containing pea shoots, broccoli cress and red mustard leaf, alongside their Italian mix with pea shoots, garlic chive and rocket will go on sale at 40 Waitrose stores across London, with the Growing Underground label, all grown nearby from their subterranean air raid shelter.
Co-founder Steven Dring says positive sales and feedback means the company is now looking at other sites across the country as they hope to grow their underground project.
“The products will be stocked under our own brand label, and obviously to be on sale somewhere as prestigious as Waitrose is great for us.
“We’re starting at 40 stores in London, getting our ranging right, our point of sale right and then looking to expand nationwide.
“At the Clapham site we can expand our volumes by six times, but we are also looking at some other sites across the country.
“We’ve got good feedback from the online crowd, like Ocado and Farmdrop, and we have got something that consumers really love with new products coming in over the next few months.”
