Tag Archives: pizza express

Luke Johnson backs the team behind The Food Awards Company

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LukeJohnsonLooking for some inspiration? Anyone who wants to start a business or new venture will find something in this story: A Radio 4 programme on a wet autumn afternoon in 2011 started a flow of events that resulted in the successful launch of one award in 2012 and two more are now following in 2013. The first, Pink Lady® Food Photographer of the Year, attracted over 3,000 entries from across the world in year one. Headline sponsor Pink Lady® Apples is now committed for a further five years. This is a great achievement for the enterprising team working out of a potting shed in Lincolnshire!

 

The bottom line

Caroline Kenyon was listening to Radio 4’s ‘The Bottom Line’ presented by Evan Davis one autumn afternoon when she took action. Luke Johnson was being interviewed and it struck her that he could be the right person to help her idea to take shape. After 12 years developing a successful PR and Events business focusing on the food sector, she felt that there was a need for niche awards delivered with flair and originality. After emails, telephone calls, meetings and business plans, Luke Johnson was also convinced and wanted to be involved. It is 12 months since Evan Davis played cupid and The Food Awards Company began. The awards are a culmination of 25 years experience and an ambition to create something with longevity and real purpose. “These awards will, I hope, still be running in 50 years’ time,” says Caroline Kenyon. This concept is now a very real and successful business.

 

From law to food via journalism…

Caroline was about to embark on a career at the Bar following Law at Cambridge, but after a year of travel and an article in the Evening Standard, her direction changed. The years of studying law were put behind her as she began freelance writing combined with waitressing and selling boxer shorts to off-duty bankers in a Fulham boutique on a Saturday, alongside now BAFTA-winning television director, Hugo Blick and his producer wife Elinor. Her writing led to her becoming editor of the Traveller Magazine where she worked with great names such as Ranulph Fiennes and Edmund Hillary. Then a move to Lincolnshire and the birth of her son Henry started on direction number two – helping local food businesses with their PR.

Twelve years later, Kenyon Communications has been responsible for running the British Pie Awards, East Midlands Food & Drink Festival, Lincolnshire in London and worked on many successful PR campaigns such as Yes Peas! and Totally Traditional Turkeys. The team also work with the acclaimed chef, Rachel Green. During this time Caroline has built up a team of eight – all working from the potting shed in her garden and with eclectic backgrounds, including working as promotions manager to Bryan Adams and being responsible for business development with the Orient Express – throw in a karate black belt and you have exciting people to work with! This team has combined to deliver numerous awards and events for clients, so they are now working to build The Food Awards Company. They believe strongly in the business and are working on a profit share basis – all sharing the work and the rewards.

Caroline commented; “The idea had been bubbling in my head for a while and as with all ideas the exciting part is bringing them to life. Fortunately for me my idea has been backed by a man who has implemented many of his own extremely successfully and I hope can spot a good one! I also have a fantastically hard-working and fun team to work with – they are helping us to make this happen at a faster speed than I initially anticipated.”

Photography and bread combined with an enterprising spirit

The first award was designed to highlight the previously not recognised art of food photography, Pink Lady® Food Photographer of the Year. Images came in from across the globe with categories such as Cream of the Crop, Food Portraiture, Food in the Street, Food for Celebration and a chance for the under 18’s with the Young Photographer section. With judges including Sheila Dillon, Alex James and Henry Dimbleby – the glamorous 2012 presentation took place at the Mall Galleries last April. For 2013 the aim is to have 10,000 entries and so far they are on target. The headline sponsor is Pink Lady® Apples, other key sponsors are Champagne Taittinger and Errazuriz Wines with money also being raised for Action Against Hunger. The second awards celebrate the rise of artisan bread-making – the Tiptree World Bread Awards are now open for entries and the winners will be announced at a harvest supper style event in the autumn. The third award is all-encompassing across the food sector – Food and Drink Entrepreneur of the Year. This is an idea in development and the hunt is on for the right partner to support enterprise in this dynamic sector. We will always need to eat. New and exciting foods are constantly being innovated – this means that Caroline and her creative team at The Food Awards Company will keep thinking of new ideas and ensure that these tasty businesses are recognised for their skill, expertise and overall deliciousness!

 

Luke Johnson explained why he decided to be part of this new business that is setting out to highlight the best in specific niche sectors; “I really liked the idea of this from the outset,” says the serial food entrepreneur known for building the Pizza Express empire in the 90’s and former Chairman of Channel 4, now owner of Giraffe restaurants, Patisserie Valerie, Gail’s Artisan Bakery among many others. “People love awards, and niche awards which celebrate something specific are even more appealing.”

Pizza Express New Leggera Launch Event

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I have always been a huge fan of Pizza Express. Ever since I was a small child I have admired the skill of the chefs as they created their pizzas and I confess I have always wanted to try making one.

You can therefore imagine my excitement when Frost was invited to a demonstration event of Pizza Expresses new Leggera range. Frequent Pizza Express visitors will already be familiar with the Leggera pizzas. A Leggera pizza has the same quantity of toppings as a normal pizza but cuts out a lot of the dough from the centre and replaces it with a scrumptious salad. The result is, a much healthier pizza, more delicious and guilt free pizza with under 500 calories. Following its initial success Pizza Express has now expanded its Leggera range to include five more pizzas.

We arrived at the Pizza Express in Islington to a very warm welcome. After a few drinks we were treated to a demonstration on how to make a Leggera by the extremely skilful and very friendly Leo. The pizza Leo made was the Padana (Tomato Sauce, Spinach, Onions, Goats Cheese, Garlic Oil, Oregano and Black Pepper).

The finished pizza is a work of art 

Next it’s our turn. We get to choose which Pizza we want to make from one of the new Leggera options.

Pomodoro Pesto – Light mozzerella and marinated santos tomatoes with fresh basil, pesto and garlic oil

Padana – Spinach, goats cheese and caramelised onions

Pollo Ad Astra – Chicken, sweet peppadew peppers, cajun spices, red onions and garlic oil

American/American Hot – Pepperoni, Mozzarella and Fresh Tomato

Gustosa – Prosciutto cotto ham, light mozzarella and Portobello mushrooms with red peppers

We both go for the Pollo Ad Astra. This is already one of my favourite pizzas and now I have the chance to try it as a Leggera. We arrive at our table greeted by Luigi a friendly young Italian chef who is there to watch over us. First we have to cut and roll the dough into a pizza base. This is much harder than you might imagine. Sure enough, rather than a perfect circle, my base sticks out horribly on one side. Luigi politely offers suggestions. I ask him how long it takes for him to make one and he says the whole pizza is usually finished in five minutes!

With my base roughly the right shape, I’m told to take my dough and fling it between my hands to remove excess flour. Despite our mistakes the whole process is the most fun I’ve had in ages.

15 minutes later our dough is in the pizza tins. We use a cutter to remove a large amount of dough from the centre of our pizzas and it’s on to the ingredients. I greedily add extra bits of everything, particularly the garlic oil which I love. Our pizzas are then whisked off to the oven where it only takes four minutes to cook them. Some rocket, beautiful ricotta salata cheese and balsamic dressing and our pizza is finished.

And wow it tasted amazing. There is something about Pizza Express pizzas (and I’m sure it’s the quality of ingredients) which has always put them far ahead of their rivals. Other pizzas never come close in taste.

My Pollo Ad Astra is delicious. The base is beautifully thin and crispy and provides the perfect platform for the wonderful combination of the succulent chicken mozzarella, tomato sauce, sweet peppers and red onions. The cajun spice gives the dish a delicious extra kick. The addition of the Leggera element provides a wonderful contrast. The rocket and dressing gives the dish a better balance. All in all the PERFECT PIZZA!

As we happily tuck in we are joined by the wonderful Juliet  who is a nutritionist. She tells us all the pizzas have under 500 calories despite having the same amount of ingredients as the classic pizzas. This is because of less dough and a scrumptious new lower fat mozzarella they are now using. She also introduces us to the delightful Leggera wines. All with lower calories and slightly less alcohol content. The red being 9.5% and the white 9%. They are delicious and we have soon finished our glasses.

The whole evening was a wonderful experience. It was incredibly well organised and everyone was extremely warm and friendly as I have always found Pizza Express to be.

This is a great British company with real authentic Italian cooking. It offers great value for money. Pizza Express never feels like a chain. Why settle for a shoddy alternative with poor quality ingredients.