High-end fruit and veg supplier Natoora has opened a shop inside Selfridges in a bid to bring restaurant-quality fresh produce to retail consumers.
Located in Selfridges’ Foodhall just off Duke Street, the new space makes the same seasonal produce used by top chefs available to customers of the luxury department store.”Natoora has built a reputation for supplying some of London’s best restaurants,” said Selfridges’ fresh foods buyer Adrian Boswell. “We’re thrilled to be bringing the same produce to our discerning clientele.
Following a soft launch in August, Natoora is now offering shoppers a selection of fruit and vegetables that have been sourced for flavour. This autumn their selection includes black Sollies figs grown in the mineral-rich soil of the Gapeau river valley in France; seasonal apples from Ringden Farm, a specialist apple grower in East Sussex; and Delica pumpkins from Mantua, Italy, that undergo a slow-curing process after harvest in order to reduce water content and concentrate flavour.
In addition to their exceptional range of seasonal produce, Natoora is introducing fresh fruit salads, side salads, prepped vegetables and fruit hampers starting at £50. Customers can also have produce delivered through the Selfridges concierge.
“Our produce is carefully selected for incredible flavour,” said Natoora brand director Tim Ballard. “We want people to discover what fruit and vegetables can actually taste like. Selfridges is the ideal site for us. It is an immersive, theatrical environment and our goal is to encourage shoppers to experience our produce first-hand.”
Natoora is celebrating the opening of its new shop 4pm-8pm on Friday 7October with gin & tonics muddled with bergamot, a seasonal green citrus fruit they first introduced to the UK in 2009.
