Dubai: The globally recognised plant-based lifestyle brand at the forefront of the world’s transition into elevated, sustainable health and wellness has officially made its debut at Expo 2020 Dubai.
Celebrity chef, plant-based lifestyle guru, restaurateur and author Matthew Kenney, unveils four unique eateries focused on a forward-thinking and innovative approach to food sustainability. With the aim of improving the way the world eats, M.A.K.E, Veg’d, MUDRA and XYST open next week at Expo 2020 Dubai.
Animal agriculture is responsible for an estimated 18% of all greenhouse gas emissions according to the Food and Agriculture Association, FAO. The plant-based lifestyle has seen a drastic increase in major markets globally, with the market expected to reach $7.5 billion by 2025. Having published numerous cookbooks, spearheaded a culinary school and launched over 40 plant-based restaurants globally, Matthew Kenney will make his Expo 2020 Dubai debut in the aptly fitting Terra at The Sustainability Pavilion.
Of the collaboration, Matthew Kenney says, “In recent years, there has been so much attention on the benefits of plant-based living – not only for our health but also for the environment. It’s all about cooking healthy, sustainable dishes by using clean, organic and unprocessed ingredients to create vibrant dishes. We are excited to be part of Expo 2020 Dubai and look forward to continuing creating innovative dishes that are familiar to everyone, but with an innovative spin.”
As the plant-based market continues to grow, and Google searches of “veganism” and “plant-based” are seeing a significant increase of 580% over the past five years, Matthew Kenney Cuisine ( MKC) leads the way in revolutionary developments in food science and agritechnology. Matthew Kenney, the world's leading plant-based chef and best-selling plant-based author with 12 books under his belt and counting is the brains behind delectable restaurants globally, such as Plant Food + Wine, Double
Zero, Bar Verde, Hungry Angelina and Folia. After launching the Future Food Institute culinary school, Kenney is bringing his culinary skills to anyone who wants to learn "elevated plant-based cuisine" with specialized skills such as knife skills or bread making.
MKC has opened its doors and brought these sustainable plant-based menu concepts to the forefront of Expo 2020 Dubai, continuing to raise awareness and educate on the benefits of plant-based eating during Expo. These benefits extend beyond the personal, MKC is pioneering a more sustainable, ethical and conscious way of life for this generation and the next.
MKC are working to bridge the gap between production, harvesting and the consumer while maintaining a positive impact on the environment and planet. Kenney comments that “Sustainability is the future of humanity” making his concepts at Expo 2020 Dubai both relevant and much needed.
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MKC at EXPO 2020 Dubai
You can find the MKC locations over three floors of Terra - The Sustainability Pavilion located over three floors.
“Eat Good, Do Good, Feel Good” is the motto at Veg’d on the ground floor. Enjoy rustic classics, such as burgers - including the Veg’d burger featuring the Veg’d signature sauce - wraps and sides. Be spoiled by the choice of Veg’d bowls that include a wide range of fresh veg, tofu, spices and dressings, many of which are -soy,- nut and gluten-free, or indulge in a 100% vegan brownie or jam bar. Made fresh Vegd hails from California, and, like its original restaurant, boasts 100% plant-based dishes made freshly on site. Vegd is the place to go.
JUST Egg contains delicious eggs which are made solely from plants and will be featured on the Veg’d breakfast menu. This plant-based take on an all-time classic breakfast menu includes avocado on toast, breakfast burritos and a good morning sammie with just egg, sausage, cheddar, tempeh bacon and smashed tots - everything made completely from plants. JUST EGG needs less land, water and carbon emissions than conventional eggs and cooks and tastes just like egg, meaning you can now enjoy your eggs while doing good for the planet.
M.A.K.E the signature grab-and-go food truck by Matthew Kenney can be found in the grounds of Terra - The Sustainability Pavilion featuring a range of timeless grab-and-go favourites including smoothies, noodle bowls, sandwiches and wraps for those on the move wanting plant-based sustenance.
On the first floor will be XYST, specialising in indulgent and comforting dishes from the Mediterranean and the Middle East. Expect freshly cooked plant-based patisserie - from cheesecakes to mille feuille - savoury tarts, sandwiches, cold soups, desserts and a wide selection of tea during the day. As well as an a la carte menu, XYST offers an afternoon tea option to enjoy while taking in the view. In the evening XYST offers small tapas-style and cold or hot mezze plates as a craft cocktail, beer and wine. Choose from falafel, kofta, olives, flatbreads, stuffed peppers and halloumi to name a few of the delicious options.
The rooftop will be home to MUDRA, a livelier location for family and friends to enjoy together. The menu offers a wide range of options such as pizza made with fresh ingredients, sushi dishes and cocktails, served in a gourmet way - all cheeses are made in-house and nut-or rice-based, everything is 100% plant-based. Indulge in plant-based pizzas from classic cheese and tomato made with provolone ricotta and basil or for those wanting to opt for something healthier MUDRA offer refreshing lettuce wraps filled with pineapple and chilli cucumbers or Kabob which is a dish made with herbed couscous, tempeh, Catalana sauce and pineapple.
Mudra is a 360-degree experience within a socially shareable space. The concept offers a unique dining experience combining art, design and healthy, seasonal food with an open kitchen as one of the main attractions of the restaurant. This beautiful rooftop bar will feature DJ’s and an exciting cocktail menu with amazing views over the exhibition.
Matthew Kenney is crafting the future of plant-based cuisine and his concepts for Expo can be found in TerraThe Sustainability Pavilion. Expo 2020 Dubai runs from 1st October 2021 to 31st March 2022.
For further information please contact:
The Conscious Consultancy
shauna@the-concious-consultancy.com
About Matthew Kenney Cuisine:
Matthew Kenney is a chef at the forefront of plant-based cuisine, an author of 11 cookbooks and a best-selling memoir, a culinary educator and CEO of Matthew Kenney Cuisines – a multifaceted company specialising in plant-based living throughout several unique markets.
The brand provides innovative, high-quality products, services and experiences within culinary art and wellness markets. MKC currently operates over 40 restaurants either open or in development with many more to come.
The foundation of the work is based on a vision of minimally processed, unrefined plant-based food made accessible to the masses.
Kenney graduated from the French Culinary Institute, and after working in upscale New York kitchens, he opened a number of his own highly regarded restaurants in NYC and along the US East Coast. He has earned several awards, including being named one of America’s Best New Chefs by Food & Wine Magazine, and was twice nominated as a rising star chef in America by the James Beard Foundation.
© Press Release 2021
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