KBzine: the original kitchen and bathroom industry e-news - since 2002
15th July 2019
We strongly recommend viewing KBzine full size in your web browser. Click our masthead above to visit our website version.
Hotpoint's Fresh Thinking pop-up café will make us think twice about food waste
The Hotpoint Fresh Thinking for Forgotten Food pop-up café, located in East London, opened its doors to consumers recently, serving dishes that have been inspired by the most commonly wasted food in the UK. The opening marked the finale of the Hotpoint Fresh Thinking Roadshow and the Fresh Thinking Recipe Challenge, which has been encouraging consumers to think differently about their food.
Each dish served is based on recipes that have been inspired by the competition, which saw consumers across the UK submit their favourite recipes using the top 10 wasted foods in the UK. Wherever possible, the dishes are made up of surplus ingredients that have been sourced from local suppliers. Dishes incorporate foods such as bread, eggs, fresh vegetables and leftovers, which are some of the nation's top wasted ingredients.
The Hotpoint Fresh Thinking pop-up café operates on a 'pay-as-you-feel' basis with the proceeds being donated to FoodCycle, a charity that works to combat food waste, food poverty and loneliness across the country.
Inspired by Hotpoint's innovative Day-1 refrigeration technology, the Fresh Thinking for Forgotten Food initiative encourages consumers to make more mindful food decisions in an effort to reduce domestic food waste. Day-1 encompasses a series of technologies, such as precision temperature control, Active Oxygen technology and an innovative 3in1 Zone, which keeps food fresh for longer and ensure ultimate day one food freshness.
"Hotpoint has been on a mission to get the UK to think differently about leftovers, and get creative with the contents in their fridge and cupboards," explains Jennifer Taylor, head of brand, Hotpoint. "People from all over the country have submitted some brilliant recipes based on the top 10 wasted foods and we're thrilled to be serving a handful of these in our Fresh Thinking Café."
Jamie Oliver, brand ambassador, Hotpoint says: "Good food is a beautiful thing, it brings people together, it can cheer you up, and it can give you all the goodness you need to fuel your day - which is why me and the guys at Hotpoint don't think any of it should be wasted!
"Together with Hotpoint's waste-savvy equipment, I want to show everyone how easy it is to cut unnecessary waste in the kitchen, and dish up delicious food at the same time."
12th October 2018