With 10 years' experience working in brand and content for some of the UK's biggest hospitality brands under her belt, Bella leads marketing for Togather's Live events. Owning the go-to-market strategy for festivals, stadia and event partnerships. Recent work includes the Palate Shift trend report and the concepts behind a number of Togather's biggest tender pitches.
When it comes to events, great food is one thing that never goes out of style. But increasingly, events organisers are thinking beyond their own menu choices. What if the meals at your event did more than tantalise taste buds? What if they left a lasting impression of sustainability and social impact?
Enter Humdingers, a catering company that isn’t just feeding guests but also giving back to the community with every event. Previously a chef, founder Rob started out by preparing meals for NHS frontline workers during Covid, and then went on to set up a soup kitchen that prioritises minimising waste.
As a catering company, rather than a registered charity, Humdingers receives no funding, but they are committed to using their own profits to fund the soup kitchen. Today, they are kept busy catering on film sets, at parties and events, and weddings, but always with giving back in mind.
We sat down with Alice, Humdingers' Head of Events, to explore the latest trends in catering and how the pandemic has reshaped the expectations of event hosts and guests alike.
Demand for responsibility—both social and environmental—has skyrocketed since the pandemic. "A lot of our clients are looking for companies that are more responsible, in both social and sustainability aspects," Alice explains.
For Humdingers, being eco-friendly isn’t just a buzzword. "We’re proud that all of our packaging is recyclable and eco-friendly," Alice says. But it’s not just about the packaging; it’s about purpose. “The idea of a lavish Christmas without giving back doesn’t seem to work anymore,” Alice notes. Both private and corporate clients want to know that their events are not just unforgettable but also contribute to a greater cause.
And contribute they do. Humdingers goes beyond catering by running a soup kitchen, providing meals for those who might not normally enjoy a festive spread. In 2023, they served over 1,000 Christmas dinners to those in need, and the team hopes to surpass that this year.
Let’s talk about the star of the show: food. You’d think that catering would be a top priority for event planners, but Alice’s experience tells a different story. "Food at an event, in my experience, is often the last thing that event planners think about, however delicious food at events is also what people remember!"
And it’s not just any food that sticks with people. Humdingers has become known for specific dishes that guests rave about. "The crab risotto bowl and beef Yorkshire pudding canapés are particularly popular," Alice shares. These aren’t your run-of-the-mill event snacks; they’re culinary delights that elevate the entire experience. From corporate shoots to weddings, Humdingers' hot meals and finger foods consistently win compliments.
Trends in the events world are shifting, and food is leading the charge. Gone are the days of stiff, formal dinners where guests are confined to their seats for hours. "People are moving away from more 'formal' events and wanting something more collaborative," Alice observes. And that’s great news for event planners. Street food stalls, grazing tables, and BBQs are making a big splash, offering a relaxed, interactive vibe that’s much more in tune with today’s event-goers.
Weddings are also seeing a revolution. "Couples are moving away from traditional three-course seated dinners and opting for family-style sharing platters." The appeal is clear: these more communal dining options encourage conversation and connection, which are at the heart of any successful celebration. Whether it’s a corporate event or a wedding, people want to feel engaged, not just entertained.
So, what’s next for Humdingers? In the next three to five years, the Humdingers team has big plans to grow the business, starting with a new, larger premises that will allow them to expand both their catering and their community efforts. "We’d love to be able to give more filling meals at the Soup Kitchen four days a week, so the more events we do, the more we can give."
It’s a simple yet powerful vision: growth that benefits not just the business but also the community. And isn’t that what today’s clients are looking for?
As we look ahead, the demand for meaningful, socially-conscious events is only going to grow. For event planners, partnering with caterers like Humdingers offers a unique opportunity to give clients what they truly want: a memorable experience that feeds the soul, not just the stomach.
So the next time you’re planning an event, remember: good food is the key to making it unforgettable. And if that food happens to come with a side of social impact? Even better.
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