Merchant Gourmet teams up with Waitrose on pop-up Grain & Graze counter

Merchant Gourmet, the pulses, grains and seeds brand, has teamed up with Waitrose to launch a pop-up Grain & Graze counter in Waitrose’s Salisbury store.

For a limited time, the pop-up will offer dishes featuring the brand’s ingredients together with step-by-step recipe cards. Dishes will include meals such as Quinoa Porridge, Puy Lentil and Sausage Hot Pot, Smoky Spanish Grains and Chorizo Paella, and a Beluga Lentil Brownie. 

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The move marks the first time that Merchant Gourmet has entered into a partnership with an external brand to serve customers outside of its London store.

Merchant Gourmet’s Clive Moxham said:“This brand new venture with Waitrose is such a natural fit and we can’t wait to see how customers react following the official opening at the end of the month.”

The launch comes just seven months after the opening of Merchant Gourment’s pop-up flagship Grain & Graze store in London’s Islington, which offers dining, cooking demonstrations and masterclasses.

The Waitrose Grain & Graze counter in Salisbury will be open for shoppers to visit Monday to Saturday from 7.30am-7pm, and 9am-4pm every Sunday.

Simon Burdess, director of food service at Waitrose, said: “We know from the category research that Waitrose over indexes in sales of pulses and grains and that our customer base is getting more and more into making delicious and healthy food. The Grain & Graze pop up gives us an ideal opportunity to gauge their appetite for this cuisine in our food service operations.”