London has an illustrious history of indigenous food production. Currently the capital is seeing a wave of new food and drink producers. This is part of a global trend of ‘craft making’ led by production and logistical innovations. The net result is that within the 33 boroughs of London we have an incredible renaissance of new; bakers, blenders, brewers, curers, distillers, preservers and roasters......

1. Images authors own or for illustration only. No rights claimedDraft2 2013 Annie & Philip Slade : Food from London
Food from LONDON
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2. Images authors own or for illustration only. No rights claimedDraft2 2013 Annie & Philip Slade : Food from London
Two passionate foodies, working in
the creative industries, both in love
with London have had an idea.
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We believe there is much to be made from the growing numbers of
food and drink producers based in London.

3. Images authors own or for illustration only. No rights claimedDraft2 2013 Annie & Philip Slade : Food from London
London has an illustrious history of
indigenous food production
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Observation

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Currently the capital is
seeing a wave of new
food and drink
producers.
The result is that within the 33 boroughs
of London we have an incredible
renaissance of new; bakers, blenders,
brewers, curers, distillers, preservers,
growers and roasters etc.
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This is part of a global trend of ‘craft
making’ led by production and
logistical innovations.
Observation

5. Images authors own or for illustration only. No rights claimedDraft2 2013 Annie & Philip Slade : Food from London
After the celebrations of 2012,
LONDON the brand, is in
the most robust of health,
with a theme of traditions being re-invented.
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Observation

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Food and London

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It is now time to plan for the future.
Policy makers, manufacturers and citizens all need to make positive food
choices if everyone is to play their part in achieving a healthy sustainable
food system that will benefit all.
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Our idea is to amaze
people with the diversity
of food and drink
produced in LONDON.
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Promoting the burgeoning number of producers
within the 33 boroughs of the Capitol

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Hidden gems of products.
Enlightening stories of their
producers and the surroundings in
which they are made and sold.
Foreman & Field one of London’s oldest smokers

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Rubies in the Rubble.
Chutneys made from
waste fruit and veg
from London’s
markets. Foundered
by Jenny Dawson and
Sophie Gore Browne

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Duncan Sambrook of Sambrook’s Brewery Battersea

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Research shows shoppers value food
with provenance, greater still from
locations with fame
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Shoppers seek provenance of the
food they are eating. From Sainsbury’s
named suppliers to food miles credits
Scratch cooking has become the norm, no
longer a foodie trend but the reality of post
recession behaviours
Totem products. Shoppers
treat themselves with
purchases that can be
eulogized about later
Summary of findings from; Mintel,TNS,Trendwatching
Brand LONDON has never been
stronger globally. "2012 has been a
momentous year for London’s
reputation as the global city to live,
work, study and invest.”
Chris Gottlieb. Director of Strategy
London & Partners
The capitol is seeing a surge in
new producers from two new
distilleries, the first in a 100 years
to artisan coffee roasters and
roof top bee hives

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London sourced food
and drink is currently
not promoted
collectively

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We see a real opportunity in promoting the amazing diversity
of food and drink produced in London.
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Audiences
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SHOPPERSPRODUCERS
GOVT
Londoners: Urban achievers
seeking authenticity from the
brands they buy
!• Branded Events
• Web directory
• Joint promotion in
Supermarket
Visitors: Looking for trophies
of their travels
Overseas: Searching out new
wave makers with provenience
Established producers
• Promote the value of ‘from
London’ on packaging
!• Award the best ‘from
London’ in various
categories
Potential and current start-ups
•Mentoring
•Marketing support
Individual Borough business
support units
GLA prompting home and
abroad food and drink
entrepreneurs
UKT&I Promoting the best
from Britain abroad
Knit your own peps

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Authentication mark
Awards scheme
A book
Export event
Trade show prescience
Curated retail space

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What are we looking for?
!
Support for a campaign to raise the
profile of food and drink producers
based in London.
!
Backing for a ‘Food from London’
authentication mark.
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20. Images authors own or for illustration only. No rights claimedDraft2 2013 Annie & Philip Slade : Food from London
Who are we?
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Husband and wife team, Annie and Philip Slade we have spent over
20 years together. Indulging our passion for tracking down
amazing food, whether cooking at home or eating out.
!
Both believe life is way too short to put up
with mediocrity Since November last year, we have
started a quest to track down, speak to and document the best
of London’s food producers. Active across a whole host of
social media platforms under the banner ‘Food from London’
!
Both ex advertising creative directors. One now consultant strategic
planner the other teaching art and crafts to young children.
Confirmed Londonites for over 30 years we were both lucky enough
to have volunteer roles both before and during the Olympics
Games.This project is our contribution to the 2012 legacy
!
http://www.Foodfromlondon.co.uk http://paper.li/foodfromlondon
Twitter @foodfromlondon Facebook.com/foodfromlondon 07956 532 107

21. Images authors own or for illustration only. No rights claimedDraft2 2013 Annie & Philip Slade : Food from London
Food from London
A celebration of the
burgeoning numbers of
food and drink producers
in London
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The Sipsmith team, owners of London’s first new still in
over a 100 years, built in a garage in Hammersmith.