Other branches of Fresh and Wild in London:
Soho (Main Branch), Battersea, Camden, Clerkenwell, Notting HillFresh and Wild reviews
I have been shopping at Fresh and Wild since it originated as Clearspring in Old Street! it was then run by the macrobiotic crowd. It went up and down over the years, my barometer being the fresh veg situation. Remember the promo 'dirty carrots'!? Now everything is plastic wrappped, pre-washed, and pre-chilled. Even the fresh organic chicken has no smell and does not go bad (irradiated?). And they don't bother with fresh greens any more, which should be the number one food staple for anyone who wants to eat a healthy diet.
But heaps of praise for the food supplements team, and the staff in general - kind and helpful, always. Just please don't lose sight of the real mission: fresh, natural food... and cut the bickies.
I have recently started working in this store, but have for years shopped there regularly and loved it, so I think it's fair to give my review.
Fresh & Wild has to be a very good shopping experience for the ethical consumer. I've always found it a joy to be there. Yes, some items are certainly pricey (broccoli springs to mind!) but I don't think it compares too badly on the whole to other organic supermarket produce. Yes, there are some posey customers, but this is Church St! Yes, it gets busy on the weekends, but that's success, isn't it?
You'll be very hard pushed to find friendlier staff - I once had my Christmas shopping done for me and was given a recipe when I needed to make a nut roast and hadn't a clue what I was doing.
I must recommend the Indian head massages by Ursula on Friday evenings too.
Unfortunately, since Wholefoods bought F& W the standards have dropped significantly. Overpriced designer-looking food that isn't organic or even healthy. The range of fruit and veg is narrow and no longer locally provided (Chile is not local) and increasing amounts of what they call 'conventional' rather than organic, but priced at organic or wah wah prices. Not on. Also since the change, more packaged unhealthy rubbish that doesn't belong anywhere near the Fresh & Wild original ethos. The farmers market is a better option for produce and is fairer, fresher and cheaper than this. Sad that it's only once a week...
The UK market is ready for a better option than this new American take-over. If anyone knows Earth Foods in Kentish Town or Bumblebee Foods in Tufnell Park, you will know what original ethical healthy food shopping is about. Fresh is right - take your hand out of my purse!
It's pricey but I care about what I eat - not so much organic but flavoursome! Sainsburys can keep their tomatoes that never ripen and taste of nothing. These guys support UK producers, so buying in bulk is not an option therefore it costs more. I like it, I choose to shop there and I enjoy the food. You are spot on about the security guard though!
by milepost, 01 May 2007I agree, the security guard makes you feel uneasy, especially when you're followed around the shop... it makes me unable to concentrate on what I want. Checkout staff really pleasant though. Convenient for some items as open late. However, very cramped aisles and awkward, especially when staff are stacking shelves in front of you. Many items are very expensive too.
by Anonymous, 16 Jan 2007So long as you take it with a pinch of salt, and smile inwardly at the farcical yuppie element, and the passive aggressive greenies/long-term art graduate squatters, then it is very enjoyable to actually get some veg and fruit that looks like veg and fruit. The security guard does seem a little intimidating, but as I said, take this place with a pinch of salt and it's really worth it for anyone who cares about their health, the environment, stopping GMOs etc.
by Anonymous, 31 Dec 2006It's a nice shop. They're open late, which is convenient, but I always feel put off by the fact that the security guard by the door scrutinises me really closely. It's like trying to go out for the evening to an 'exclusive' nightclub!
by anonymous5million, 20 Jun 2006F&W stock some really great products (the only local place I could find Seville oranges) but, as is well known, are very expensive).
F&W is very much a lifestyle brand. I can imagine them hiring interior designers to stack their vegetables. All their clerks seem like Glastonbury types, but scrubbed.
If you can stand the all-pervasive smugness the middle-class urbanite customers exude as they take deep breaths of the vine tomatoes and ponder over Scottish or Welsh well-loved lamb then it's a great place.
Personally, I have to leave after a few minutes so I don't start lamping the hypocrites as they cart their organic shopping to their 4x4s.
I live very close to this shop and love it. It is very convenient (good opening hours), sells everything I need, but some items are very expensive. However, it is a pleasant shopping experience with generally very friendly staff and lots of things to taste, so I don't resent paying more.
by Anonymous, 20 Jun 2005I thought this was a fantastic place to eat and shop for those who are looking after their health, this is definitely recommended.
by Anonymous, 18 Oct 2004Have we missed a great organic food shop in London? Let us know.
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