Canada's First Fresh-Casual Restaurant Opens to the Public

EDMONTON, Aug. 16, 2013 /CNW/ - Plow & Harvest, Canada's first fresh-casual restaurant, opens to the general public today in Edmonton. Already getting a warm reception from Edmontonians, Plow & Harvest has modified the fast-casual premise to create a new category of affordable dining that is fresher, healthier, and uses the finest ingredients from local suppliers.

The new fresh-casual concept provides diners with an unpretentious setting in which to enjoy chef-crafted, fresh food from an open kitchen in a licensed establishment. "The concept is new to Canada and fills a need diners have expressed for healthy, affordable options that support local food suppliers," says Tom Kelley, President of AccessPoint Group, the consultants who created the fresh-casual concept and worked with the owners to develop Plow & Harvest.

Sourcing locally and making nearly everything in-house, Plow & Harvest provides upscale counter service supplemented by brand ambassadors providing additional table service and background on local food sources. "We've created a concept that provides a comfortable environment and a framework of excellence and attention to detail that can be taken anywhere and gives diners an opportunity to eat foods grown and produced locally," says AccessPoint Group's Vice President and Principal, Culinary, James Bailey. "Edmonton made perfect sense because of its vibrant economic climate, as well as the City's increasing demand for local food," says Bailey, who developed one-of-a-kind versions of traditional comfort foods for the flagship, fresh-casual concept.

With an ambitious expansion plan to open additional locations throughout western Canada in the coming years, Plow & Harvest is both redefining the art of comfort food and providing support for local suppliers. "The beauty of Plow & Harvest is that we can tailor individual menus to local offerings and preferences. Our goal is for guests to have an exceptional experience at a price point that makes eating well and supporting local suppliers viable for everyone - and also builds the community," says Kelley.

Headed by local industry veteran, General Manager Celene Lemire, Plow & Harvest in Edmonton serves enticing, one-of-a-kind menu offerings. From the signature BBQ Bison Meatloaf Plate, to the Mac-N-Cheese with Bacon Breadcrumbs, to the Heritage Roast Turkey Club, the menu offers timeless favourites updated with modern flair and served in a casual, friendly environment. The flagship location is at 10041 170 Street, seats 210 people and is open daily from 11 AM.

Learn more on Twitter @plowharvest and plowandharvest.com

Image with caption: "Canada's First Fresh-Casual Restaurant (CNW Group/Plow & Harvest)". Image available at: http://photos.newswire.ca/images/download/20130816_C6110_PHOTO_EN_29888.jpg

SOURCE: Plow & Harvest

Rob Meyne
Vice President, AccessPoint Group
Plow & Harvest
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Alyson Hodson (Media Contact)
zag creative group
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