Land Rover is testing a new recipe for success in bespoke vehicles — the Jamie Oliver Discovery — and debuting it at Smorgasburg LA, the west-coast spin-off on America’s largest weekly open-air food market that started in New York in 2011.
Created by Jaguar Land Rover Special Vehicle Operations for television personality Chef Jamie Oliver, the one-off Discovery conversion features all the necessities and luxuries for chefs who wish to take their talents on the road, counting a slow-cooker, rotisserie and toaster on board, and even a living herb-garden.
“The team at Land Rover went above and beyond my expectations to create the ultimate kitchen on-the-go for my family,” said Chef Oliver. “As Smorgasburg is renowned for being one of the most innovative and creative food markets, I couldn’t think of a better place for my custom Land Rover Discovery to make its first appearance in the U.S.!”
It will make its debut to help kick-off Smorgasburg’s Holiday Market, with local chefs Donal Skehan and Caroline Artiss presenting Jamie Oliver’s special holiday take on the traditional Vietnamese street vendors’ bánh mì sandwich, featuring turkey to highlight the many imaginative uses of holiday leftovers.
“I am delighted to work with Jamie again on this project and bring this idea to life at Smorgasburg LA,” said Chef Skehan. “Together with Land Rover, he has created the ultimate chef’s vehicle and I’m looking forward to serving up the holiday Banh Mi from his kitchen on-the-go for my fellow Angelenos!”
The vehicle of which he speaks is probably the most luxurious food truck on the planet, a 2017 Land Rover Discovery that is fitted with parts and accessories you won’t find at many, if any, parts counters (OEM or aftermarket).
Among the unique features is a cargo-area fold and slide out kitchen counter, complete with a sink, two gas burners and a flip-up 40-inch flatscreen (with connectivity, of course), and rear 3-quarter windows that house a spice rack on one side and a herb garden on the other.
The grille Land Rover badge hides a power source to turn kitchen accessories such as a grinder or a rotisserie bar; and flip up the hood to uncover a slow-cooker nestled beside the engine.
Inside, the centre console features a pop-up toaster where you might find cupholders, while the climate control fascia hides jam jars. But if you prefer to butter your toast, you can make your own as you drive using wheel mounted containers; since you probably don’t use that much butter, you can also use them to make ice-cream.
And to finish it all off, several vehicle accessories have been used or copied for various kitchen accessories — oil and vinegar dispensers that look like turn stalks, a BBQ mimicking a Discovery grille on a Jerry can, an aluminum pestle & mortar that uses a piston instead of a pestle, and a salt and pepper grinder made from an original gear shifter.
The truck will be serving up bánh mì sandwiches on the first day of the Smorgasburg LA Holiday Market, Nov 26, 2017, with all proceeds going to Food Forward, a Los Angeles charity that recovers surplus produce and donates it to the needy.