Meet the team behind We Love Food: London’s new wave of food festivals
Find out why focusing on food trends is the future of events for foodies.
Meet Murad and Will from We Love Food, who are bringing a summer series of food festivals to the Market this summer, and discover why you need to get on board.
What is the concept behind the We Love Food festivals?
We run a 10,000 person music festival in Cambridge – delicious food has always been a key aspect. We wanted to take the energy from our music festivals and bring it to the heart of London.
Each festival brings together a culinary celebration of street-food favourites and high street retailers offering their best wares under one roof blended with evenings of music, live chef demonstrations and many more surprises along the way.
Tell us a little about how the Market will be visually transformed?
We’re working with some amazing architects who produce events across the world, they will be helping us to bring a really visual theme to each weekend. The focus is going to be on generating as many photo opportunities as possible, with vibrant and striking activations across the site.
When you get into the festival, we want you to feel immersed in a foodie paradise and bring to life the taste and smells around you. Your Instagram friends will be in for a treat!
Which of the events are you personally most excited about?
We Love Cocktails & Canapés Festival! It’s the final festival of the series at the end of the month (and payday for our mates!) and I think by this point we’ll all need a drink so it’s perfect timing…
To be honest, The We Love Asian Food Festival is a close runner up as Dumplings in particular are a massive favourite in the office. The reaction online to the Dumpling event has echoed our own excitement, with over 90,000 attending the Facebook events – it really is the year of the Dumpling!
There’s also a charity aspect to the events, how will people donate?
It’s super simple. We’re teaming up with a brand new technology partner called Percent. All you do it download the Percent app, select your favourite charity or cause, link your debit or credit card and then spend/pay as normal on site.
Our bars and the retailer partners will then donate 5% of the purchase to your selected charity or cause! It takes about 20 seconds to setup and you won’t have to do anything different. It’s FREE fundraising for the cause you care about most.
There is a bigger picture to these festivals. We’re aiming to bring a real community feel to them, creating closer relationships between customers, charities and the retailers. It will be a first of its kind in the UK so we’re really excited about it!
"There is a bigger picture to these festivals, we’re aiming to bring a real community feel to them."
If you could pick three traders you are most excited about having on board who would they be?
We’re excited to have Ping Ping Dim Sum on board with delicious portions perfect for sharing. HOU have been splitting opinions with their sweet hummus with flavours such as chocolate and banoffee pie so we’re looking forward to seeing how people react to that at the vegan food festival.
Finally, CRISP chicken, a brand new take on Fried Chicken that hasn’t been done in London yet. They infuse their burgers and dishes with crunchy ingredients so we’re looking forward to kicking everything off with a big bite on the 6th July.
There are 80+ food partners over the series that each bring their own flavour (literally) to the festivals and we’re working hard with a number of the leading restaurants to create dishes that you wouldn’t expect from them.
For us it’s been a great opportunity to bring to life all of the culinary ideas we’ve had over the past few months and can’t wait to share with London!