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Trend: Raw food
Written By Cate Trotter on Monday, August 11, 2008 at 3:48 PM | In Lifestyle, UK, USA Please Comment
Healthy, eco-friendly and innovative, raw food is offering a new way to excite and engage customers.
Trend description
Interest in raw food diets is growing, as cooked food gets slated in the media. Raw food proponents believe that cooking food destroys nutrients and enzymes as well as altering chemicals, so that food no longer benefits the consumer, introducing free-radicals and poisons instead. A raw food diet, which is vegan by nature, offers a supposedly healthier alternative, as well as offering sustainability benefits. The diet has a smaller carbon impact than a conventional one, due to its avoidance of animal products, lack of energy used for cooking, and inclusion of organic ingredients wherever possible.
Cases
Saf, London
Turkish for “pure”, Saf’s menu is seasonal, locally sourced and made from ingredients that are either raw or cooked at temperatures below 48C. Despite being an eco-friendly business offering organic, healthy food, the space looks like a conventional high-end restaurant. The approach is not overly serious either, withinnovative, exciting cocktails on offer, such as kumquat caipirinhas made with fresh organic juices.
Raw Fairies
Raw Fairies is the UK’s first raw food delivery service, providing clients with every meal needed for the day. Everything it delivers is organic, raw and vegan, as well as being wheat and dairy free with no added sugar. It has recently collaborated with Detox International to provide a complete 12-day detox for busy people. Currently, all food is delivered using public transport, with electric scooters and vans soon to be employed. Wherever possible, ingredients are locally sourced, packaging is biodegradable and recycling is encouraged.
Trend Impact
Many businesses offering either health benefits or environmental benefits may soon feel pressured to extend their offering, encompassing a greater section of customer interests. However, as health and environmental benefits often go hand in hand, businesses may not need to reinvent the wheel to take advantage of this trend. A few well chosen, cost effective initiatives may be enough, or it may even be a case of revisiting marketing angles in order to increase the value of existing initiatives.
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