Amber Locke, the UK's first 'Vegetable Butcher', will show consumers how to make more of vegetables and to waste less
How would you feel going to a vegetable counter and asking for a collection of vegetables and certain types of 'veg cuts'?
Sainsbury’s has today unveiled the UK’s first 'vegetable butcher' in its Wandsworth store, South West London.
Working with vegetable expert and artist 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 veg counter to customers on a trial basis until Saturday 18th June.
Inspired by the rise in nose to tail eating and the expert knife skills found in traditional butchers, 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.
The Vegetable Butcher will be using more than six different techniques to prepare veg including ribbon cut, spiralised, mandolin sliced, wave-cut and julienne.
Using vegetables in an exciting way
Amber Locke, who is manning The Vegetable Butcher, says: "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."
British shoppers are now buying a larger variety of vegetables than they did five years ago – due to understanding more about the health benefits of different vegetables and being more likely to consider vegetables as the main part of a meal.
Over 20% are even inspired by chefs and restaurants serving interesting vegetable dishes that they want to recreate at home.
Of those who have bought at least one new variety of vegetable this year, sweet potato (40%), kale, avocado and asparagus top their choices.
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.