Online flower and gifting brand Bloom & Wild has launched an auction for a one-of-a-kind vegetable bouquet, with all proceeds going to the food redistribution charity FareShare. The exclusive arrangement, created in partnership with Borough Market-based Turnips, reflects a rising trend of edible bouquets seen across social media.
The auction runs from 18th to 28th March 2025, with bidding starting at £26 on the Bloom & Wild website. The winning bidder will receive the intricately arranged bouquet, featuring seasonal vegetables such as radishes, kale, radicchio, and heritage carrots.
A Viral Trend Turned Charity Initiative
The concept was inspired by a viral Instagram post from Bloom & Wild, which featured a vegetable bouquet that received over 2 million views, 99,000 likes, and 13,000 saves. The post sparked widespread enthusiasm, with many followers requesting that the brand begin selling them.
Rather than launching a full collection, Bloom & Wild saw an opportunity to create a single exclusive piece to raise funds for FareShare, which redistributes surplus food across the UK.
“When our vegetable bouquet post went viral, we had many requests to sell them. Instead of mass production, we chose to create one special auction piece that aligns with our zero-waste values and supports a meaningful cause,” said Jo Reason, Brand & Range Director at Bloom & Wild.
Turnips, a green grocer known for its extravagant seasonal displays, collaborated on the design. The company’s Co-Director, Charles Foster, expressed enthusiasm for the initiative:
“It’s wonderful to see the rise of vegetable bouquets—a trend that reconnects people with the beauty of food. We’re thrilled to partner with Bloom & Wild to celebrate seasonal produce, artistry, and giving back.”
Supporting FareShare’s Mission
All proceeds from the auction will go to FareShare, which redistributes surplus food to over 8,000 charities across the UK, including homelessness shelters, afterschool clubs, and food banks. Bloom & Wild will match the final auction amount, doubling the impact of the winning bid.
Polly Bianchi, Chief Income & Engagement Officer at FareShare, praised the initiative:
“While we all love to receive flowers, Bloom & Wild’s vegetable bouquet spoke straight to FareShare’s heart. The funds raised will help us get good-to-eat food that would otherwise go to waste to those who need it most. We are incredibly grateful for their generosity.”
The vegetable bouquet auction is now live, with bidding available via www.bloomandwild.com/highest-bidder-wins.