Today a large supermarket chain has unveiled the UK’s first Vegetable Butcher in its Wandsworth superstore.
Working with vegetable expert and Amber Locke, the new service aims to show customers there’s no limit to the ways vegetables can be incorporated into everyday meals, and encourage them to make the most of their favourites from ‘root to tip’.
Sainsbury’s is opening the innovative veg counter to customers on a trial basis until Saturday, 18 June, where artist Amber will be sharing her vegetable preparation skills.
Vegetables are becoming more central to British eating with 68 per cent of households now enjoying at least one vegetarian meal a week – even if they are meat eaters.
Families are also increasingly replacing carbohydrates with on-trend vegetable alternatives such as “courgetti” (courgette spaghetti) and “boodles” (butternut squash noodles).
The idea is that The Vegetable Butcher will allow customers to discover new ways to prepare classics such as carrots, broccoli and cucumbers whilst also inspiring them to try less familiar veg including beetroot and parsnip, and will be using more than six different techniques to prepare veg including ribbon cut, spiralised, mandolin sliced, wave-cut and julienne.
Customers can buy their favourite loose vegetables, then take them to the counter for a preparation of their choice or to be inspired by a new way to cook at no additional cost.
Amber said: "I’ve been trying to use vegetables in an exciting and inspiring way for years but I know it’s new for a lot of people who are used to the traditional ways of cutting up and cooking courgette, carrot and broccoli.
"I have a passion for showing people how fun and delicious vegetables can be and, more importantly, how you can avoid wasting parts of them that may seem unusable."
As part of her role as The Vegetable Butcher, Amber will demonstrate easy ways to use the whole vegetable – from grating to roasting and juicing.
Georgina Lunn, product developer for fresh produce at Sainsbury’s, commented: "We are always looking for new and interesting ways to inspire our customers.
"The innovative new products we’ve recently introduced to the prepared vegetable category, such as courgetti and beetroot rice, have been really popular , so we love the idea of an in-store Vegetable Butcher, to build on this success and hope it will be well-received by our shoppers too."
For more vegetable inspiration, visit www.homemadebyyou.co.uk.