Selfridges has made a surprising inroad into farming and will now sell a range of fresh produce it has grown inside its own store.
As part of its new dramatic sustainability push, Selfridges has partnered with Infarm to install a modular vertical farming unit inside Selfridges Foodhall.
The historic department store will both sell the fresh produce in bundles to its customers and use them in its restaurant.
Now the seedlings have been planted, customers will be able to purchase Scarlet kale, Nero di Toscana kale, Golden Purslane, Red Veined Sorrel, Mustard Mix and Red Stem Mizuna from mid-September.
Infarm staff will visit the store after each growth cycle to harvest the produce and add new seedlings in preparation for the next batch.
According to Infarm, their instore farms use 95 per cent less water, 90 per cent less transport and 75 per cent less fertiliser than traditional agricultural methods, and are able to produce 8000 plants per year.
“Our partnership with Selfridges, as part of the launch of Project Earth, is a response to the fact that more and more customers care where their food comes from, and the impact their consumption has on the planet,” Infarm’s co-founder and chief executive Erez Galonska said.
“The food industry needs to be proactive and innovative in its efforts to reduce environmental impact, and we’re proud to be part of that.”
The announcement comes just days after Selfridges announced a new sustainability initiative called Project Earth.
This new programme would start with eight weeks of experiments across its stores and online aimed at seeing how it can reinvent certain retail models, working alongside more than 300 brand partners.