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Fresh & Wild in Notting Hill
by Carlo Piovano
There's a couple who look like they just stepped off a catwalk,
a few mums sipping coffee while wiggling their fingers at
their babies, and trendy West London types walking around
donning the latest in designer clothes. The coffee is from
a village in Brazil, the breads from Sicily, the organic fruit
from Thailand, and the people from Notting Hill.
If you thought that the environmentalist,
anti-GMO movement was all about young bearded activists angrily
tearing fields of corn apart, you haven't been to the Fresh
& Wild in Notting Hill.
Covering three store fronts and a downstairs shopping floor,
Fresh & Wild offers organic foods of all kinds, homeopathic
remedy supplies, a gourmet food counter, and a chic café featuring
never-ending supplies of fashionable clients.
Instead of picketing in front of Downing Street, the artfully
dressed crowd in this store contributes to the worthy causes
by buying products that are always free of chemical colourings,
preservatives, flavourings and hydrogenated fats.
The Fresh & Wild in Notting Hill, situated at 201 Westbourne
Grove, is part of an increasingly popular chain that has spread
through London in the last five years. There are currently
six in London, one in Bristol, and plans for plenty more.
They've won awards for their organic food and eco-friendly
produce retailing every year since 1999.
The Notting Hill branch, which sports a new fresh fish counter
in addition to the usual products, was first opened in 1999,
but expanded in 2002 and then again in the fall of 2003. Looks
like Notting Hill was just waiting for a tasty spot for their
conscience.
Fresh & Wild
208-212 Westbourne Grove,
London W11 2RH
tel: 020 7229 1063
www.freshandwild.com
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Notting
Hill Features 
