SALT partners with Soho House to deliver Soho Farmhouse FoodFest – Retail Times


SALT, the full-service marketing consultancy specialising in food & drink, collaborated with Soho House to help reimagine and deliver the Soho Farmhouse Food Festival.

After a two-year hiatus, FoodFest returned to Soho Farmhouse to bring food, farming, and flavour together as never before. The event featured a stellar roll call of UK pioneers of the culinary scene, talk-of-the-town restaurateurs and high-profile dining enthusiasts, and was attended by over 3,500 Soho House members and guests.

An incredible lineup of partners included headline sponsor Porsche as well as Patron, Martini, Angel’s Envy, Woodford Reserve and HexClad.

SALT and Soho House’s complete end-to-end project delivery started with strategy and creative ideation and then included a collaboration on all brand activations and fine dining experiences. Together, SALT and Soho Farmhouse partnered to create a unique environment allowing chefs to freely-run their workshops and installations, creating the sort of one-off experiences that they would like to attend themselves.

The main festival area, ‘Where the Wild Things Grow’, brought together a curated line-up of the nation’s best chefs, producers, artisans and craftspeople. This included Gareth Ward of Ynyshir in Wales (recently named the number-one restaurant in the UK), Margot and Hector Henderson (dubbed London’s most foodie family), Michelin-starred chefs Brad Carter and Tom Brown, John Javier, Akwasi Brenya-Mensa of Tatale, Ivan Tisdale-Downes and Imogen Davis of Native.

The Harvest Table at Barwell Barn featured a series of culinary feasts that took place on long communal tables, hosted by wine and drinks maestros including Honey Spencer of the Palomar Group (previously Noma). Other experiences included, The Jungle at The Glass House with an edible plants sanctuary and pizzeria pop-up by Chris Leach of east London’s Manteca, Lakeside Oysters by the Wright Brothers, along with London’s Kold Sauce, and The Ice Cream Parlour at The Mill Room from Terri Mercieca of Happy Endings. The final dinner, in partnership with Porsche, was served by James Beard Award winner, Nancy Silverton.

John-Michael Sookias, strategy director at SALT, said: “It is an incredible pleasure and quite literally a dream come true to collaborate with such a visionary partner and global industry leader as Soho House to re-create the concept of a food festival.

“Restaurateurs, producers and food enthusiasts were bound together by a genuine, all-encompassing burning passion for what they do. Together with Soho Farmhouse we allowed the best food and drink talent to share the joy of the whole journey from field to fork in a creative space that shares their passion and values.

“We hope this will be the start of what food festivals will be in the future.”

Max Moran, head of member events at Soho House, said: “We know how much our members care about food, so after the last few years it’s really exciting to be able to bring FoodFest back to Soho Farmhouse.

“We wanted to shake up the format of previous years and do something fresh and food focused. Alongside SALT, we’ve worked hard to create an experience that members and chefs alike would come away from feeling like they were part of something unique and special.

“With an incredible line-up, from emerging chefs to some of the UK’s most influential restauranteurs, we have demonstrated how we can further extend Soho House’s support for creative talent into the hospitality industry.”





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SALT, the full-service marketing consultancy specialising in food & drink, collaborated with Soho House to help reimagine and deliver the Soho Farmhouse Food Festival. After a two-year hiatus, FoodFest returned to Soho Farmhouse to bring food, farming, and flavour together as never before. The event featured a stellar roll call of UK pioneers of the culinary…