Wylde Market

From the outset, we’ve talked about Wylde as being a ‘rebellion’.

But it's not the sort of rebellion that requires anyone to glue their hands to a tube train.

This rebellion is significantly more quiet, thoughtful. One where, together, we vote with our feet – and our wallets. And where, collectively, we start to fundamentally change the way food is bought and sold in this country.

Because this is a rebellion against big food.

A rebellion against food with no flavour.

Food with no soul.

It’s a rebellion against the use of antibiotics and weird ‘animal feeds’, cramped conditions and chemicals. Against food that is produced industrially; contemptuously.

It's against long, inefficient supply chains with each new intermediary adding layers of both margin and carbon, like some sort of dystopian Jenga tower.

It's against food that is ‘of no fixed abode’, anonymously shipped up and down the country, from one vast warehouse to another, all dressed up in bright, colourful packaging to cynically try to kid us that this ain’t in fact so.

And it’s a rebellion against the supermarkets; their predatory practices, their plastified produce and their weirdly over-lit - and unnervingly cold - aisles of depression.

But it’s also a rebellion for lots of things too.

For the things that matter.

For our planet.

For our producers.

For the power of technology to disrupt, to disintermediate and to liberate.

But most of all, it's for the simple, ancient and quintessentially human joy of preparing and then sitting down to eat amazing food with amazing people - and hearing the stories of both.

¡Viva la rebelión!