The Hunger | AnOther Olympics: Café Môr at the Olympic Village
— June 25, 2012 —
In this column, Ananda Pellerin and Neil Wissink uncover the secret pleasures of the gastronome
The Café Môr Mobiler, Pembrokeshire One of the culinary highlights of the London Olympics is set to be Welsh-based street food newcomers Café Môr, who won Overall Favourite at the British Street Food Awards 2011. The mobile seafood shack was started up by Jonathan Williams only last year, but has already secured legions of fans across the UK, and is now getting ready to tout their wares to the world at the Olympic Village. And while Williams says his dream is to eventually have a café next to the beach, for now he continues to tour markets and festivals – including the recent Hay Festival of Literature and the Arts. Last year Café Môr also won Best looking Mobiler at the Street Food Awards for their movable Beach Shack, as well as Best Drink for “La Bomba,” a shot of freshly blended tomatoes with lime, honey, olive oil and Tabasco, topped with shellfish.
"Expect word of mouth to lead to long but eager queues throughout the Games for Café Môr’s famously fresh SeaShore wraps"
Expect word of mouth to lead to long but eager queues throughout the Games for Café Môr’s famously fresh SeaShore wraps. The wraps are filled with sustainable fish and seafood, as well as local and foraged produce from the Pembrokeshire seaside, and wrapped in homemade laverbread—a Welsh seaweed-based flatbread.
Each individual wrap recipe is a complex yet delicately-balanced soupçon of Williams’ beloved seaside; and each is inspired by traditional Welsh flavour combinations. Variations include the Pembrokeshire bacon with laverbread and cockles topped with egg and cream, the salmon and laverbread with Pembrokeshire cheddar cheese, and the laverbread pesto with Pembrokeshire cheddar cheese and tomatoes.
“A year ago, we’d done well if we sold 300 wraps a day” he told Street Food Awards, of their first year in the business. "We’ve gone from my Mum’s kitchen to a factory – everything is on a completely different scale now. We’ll set up the original Café Môr shack in the Olympic Village, and five new ones dotted round the place with different themes – urban, rural…..we’re still deciding on the rest.”
Text by Ananda Pellerin