Featuring an ‘entirely traceable menu’, the Natoora Counter offers breakfast, lunch, coffee and snacks prepared using only ingredients sourced through its own supply chain.
According to Natoora, the leading idea behind the concept is to encourage consumers to know where their food is coming from and to understand the impact they can have on the way food is being farmed and supplied.
The food is described as being ‘radically seasonal’, with dishes including English asparagus served with piattone beans from Campania and ricotta; egg with hot-smoked salmon and kraut; and grilled courgette with Suffolk quinoa and soft cheese.
Menus will change daily, with each dish made to order in a bid to reduce food waste and available to take away in entirely compostable packaging.
“With Natoora Counter we are creating demand for flavour, seasonality and traceability and then putting everything back into the right people on the right farms, so that the system will correct itself,” says Natoora CEO Franco Fubini.
“[It] is completely revolutionary within the industry, and yet was a very natural progression for us.”
Founded in 2004, Natoora supplies produce to more than 800 chefs in London and a further 400 across New York and Paris.
It also operates stores in Chiswick, Bermondsey, Fulham Road, and Sloane Square.