Tuesday 10th October 2023
Have you ever seen a piece of art that looks so good you could eat it? Well, some artistic creations really are edible. To mark the end of harvest season, here at Yeo we have decided to collaborate with Welsh-based artist Nathan Wyburn for our Delicious Landscapes campaign.
We visited Nathan at his studio in Cardiff to watch along as he created four of Britain’s most iconic landscapes. Each of the delicious ‘paintings’ are made entirely from Yeo Valley Organic products and a combination of fresh organic produce including strawberries, beetroot, Leeks, broccoli, and kale, each specially selected to celebrate the importance of great taste and UK food provenance.
Nathan first rose to fame when he appeared on the popular TV show Britain’s Got Talent where he reached the semi-final at just 21 years old. Nathan has since made quite a name for himself appearing on ITV’s This Morning, Blue Peter, and even venturing across the pond to feature on Good Morning America, and The Jimmy Fallon Show.
The four stunning scenes created by Nathan feature some of the UK’s most iconic landscapes including Avon Gorge with the iconic Clifton Suspension Bridge, Ribblehead Viaduct, Giant’s Causeway, and Stonehenge. The artworks took 48 hours to meticulously craft using fresh organic produce, including Yeo Valley Organic soup, yogurt, and butter.
Once the final images had been captured, Chef Ali scraped the canvas clean and repurposed the landscapes ingredients into deliciously simple recipes, including crunchy yogurt bark and hearty lentil vegetable soup. Unused produce was donated to food charity City Harvest, helping to deliver 143 meals to families in need across the country and any leftover Yeo Valley Organic products were donated to a local Cardiff Scouts group.
The inspiration for this campaign followed a study conducted on UK consumers. Research from the study found almost half the UK prioritise home grown produce and claim they like to support local farmers wherever possible when shopping for their groceries yet only one in four can name the area where the produce in their weekly shop originates from. These results show a clear discrepancy between intention and reality which is something we aim to change. Advocating locally scoured organic produce through our Delicious Landscapes is the perfect way to raise awareness of the benefits of organic whilst staying true to our triple good, through showcasing high quality local food, promoting healthy choices, and appreciating the beauty of the land we value so highly.
If you’d like to find out more about Nathan, our Delicious Landscapes campaign, or what it means to be Organic, keep your eyes peeled as we have plenty of new content dropping over the next couple weeks. You can also read what it was like to be behind the scenes in our Marketing Assistant James’ recent blog post here.