‘The thought and care that has gone into the design of our store is just the beginning of a food-system revolution that needs to happen before it’s too late,’ Fubini explains of Natoora’s environmentally-conscious commitment to working with responsible growers, who are dedicated to their craft in the face of what he refers to as ‘industrial monoculture’. ‘Now more than ever, seeking out flavour and seasonality in produce is paramount – not only from an environmental perspective but also in terms of our cultural heritage. We need to start seeing farming in terms of craftsmanship.’

As well as supplying fresh produce to 1000 of the best restaurants in the world (and now the residents of Chelsea), Natoora’s big-picture mission is to revolutionise the food system, building a transparent supply chain that respects the real seasonality of produce; the phrase ‘radical seasonality’ is stenciled across the wall of the store, alongside a product origin locator map.

Sourced through Scoop.it from: www.wallpaper.com