Feature: Chelsea Flower Show

When it comes to the horticultural calendar, there is one obvious annual institution. With roots going all the way back to 1862, the Chelsea Flower Show is held across five days every May by the Royal Horticultural Society (RHS) at the historic Royal Hospital Chelsea – and yes, it is very much a date in the diary for royalty, along with approximately 168,000 visitors and VIPs per year.

Along with the floriculture, as well as relaxing, celebrity spotting and generally ‘being seen’, the food and hospitality is clearly very much at the centre of the whole experience. In charge of delivering this across the whole event is the Eventist Group, which runs a collection of 10 specialist brands.

“Our mission is simple: to lead the events industry with seasonal, provenance-led menus, delivered with precision and creativity,” Jamie Holme, culinary director for Alison Price and Company (Ap&Co), tells me, as we sit down at the show to discuss its truly impressive involvement. “We pride ourselves on tailoring every detail to the occasion, whether that’s an elegant multi-course dinner or a series of refined, seasonal dishes that let the ingredients speak for themselves.”

Ap&Co has been operating in the events arena since 1981. The company works in some of the most iconic and historic venues across the UK, catering for everything from private celebrations to large-scale brand experiences. Its impressive client list includes luxury names such as Cartier, BAFTA, Bulgari and HSBC.

The Eventist Collective, meanwhile, is a relatively new pillar of the Group. It may have only been officially launched in March this year, but it has already delivered events including the Paris and Farnborough Airshows. It works by combining the talents of four of the 10 Eventist brands, allowing it to cover every aspect of an event, from fine dining (Ap&Co’s area) to concessions and street food stands.

In addition to his core responsibilities with Ap&Co, Holme works closely with the culinary leads from each of the other three brands that make up the Eventist Collective. “Together, we collaborate, brainstorm and push creative boundaries to ensure our offerings set the benchmark for hospitality and event catering,” Holme explains. “By aligning innovation with excellence, we aim to lead the way in shaping the future of our industry, consistently delivering standout culinary experiences that define us as true leaders in our field.”

Holme himself has spent over 18 years immersed in London’s food scene, starting out in Michelin-starred kitchens like Helen Darroze and La Trompette, where he was classically trained. Wanting to bring that restaurant-quality cooking to banqueting and bigger-scale occasions, he shifted his focus to luxury events. Along the way, he has worked alongside big-name chefs such as Daniel Clifford, Jeremy Chan and Ollie Dabbous, which he describes as having been “a real privilege”.

“You may know me from MasterChef,” he says. “I made it to the semi-finals, which was an incredible experience. Now, as culinary director, I’m in charge of shaping the food and menus for private and corporate events.”

The Eventist Group’s partnership with the RHS began in 2023. “From the outset, we were inspired by the opportunity to collaborate with such a cherished institution, truly a cornerstone of British cultural life,” Holmes enthuses. “Having already delivered events in landmark venues like the V&A and the Tower of London, stepping into the world of RHS Chelsea felt like a natural and exciting progression.

“We saw a real opportunity to bring something fresh to the experience, quite literally. With Skye Gyngell as our first chef patron, we were able to showcase a menu rooted in the values of the show itself: seasonality, sustainability and a deep respect for the natural world. The dishes celebrated ingredients at their peak, served with as little interference as possible; food from the earth, for people who love the earth.”

Holmes says that he knew immediately that his team could deliver something that would work perfectly for the Show’s discerning audience. The specific focus is on innovative, ingredient-led menus that honour both the setting and the spirit of the event.

“We’re fortunate that our success has grown year on year, allowing us to create dishes and menus we’re truly proud of,” he says. “This marks our third year, and we couldn’t be prouder of what we’ve achieved in such a short time. From launching bold new concepts to delivering exceptional experiences, the journey so far has been nothing short of remarkable. It’s a true testament to the passion, creativity and dedication of our team and we’re only just getting started.”

At the centre of all of this is the Spring Garden, a VIP area – I pass Radio 2’s Jo Wiley leaving as I enter – which offers a place to catch your breath away from the hustle and bustle of the show. Run by Ap&Co, there are bars serving up cocktails and bubbles, along with separate ‘chalets’ that offer sit-down fine dining.

“We have created a haven,” says Holmes. “It’s a space where guests can unwind and indulge, whether they choose to join us for a full day or for an evening session.

“Our offer is designed to be a complete experience, with a beautifully curated menu that evolves throughout the day, from relaxed breakfasts and refined lunches to indulgent afternoon teas and atmospheric dinners. Each session is an opportunity to enjoy exceptional food and drink at your own pace, surrounded by the beauty of Chelsea.

“There are also those unforgettable food moments that elevate the experience: freshly mixed cocktails, perfectly chilled champagne and José Pizarro’s woodland tent, where vibrant Spanish flavours meet the charm of the British outdoors. It’s more than just dining, it’s a celebration of seasonality, style and sanctuary, right in the heart of the Show.”

As the Collective, the event kicked off with the RHS Chelsea Flower Show Charity Gala Preview – and the numbers speak for themselves. Some 5,500 VIPs enjoyed an elevated culinary experience featuring 55,000 handcrafted canapés and interactive food stations. Throughout the showground, 70 private hospitality spaces and 11 champagne bars delivered luxury at scale.

One highlight was the Exclusive Gala Dinner, where 400 guests were treated to bespoke fine dining across three private suites. The pinnacle of the week was the Royal Reception, attended by HM The King and Queen. Across the Show, premium hospitality was delivered in standout venues including the QEII Suite, Ranelagh Restaurant and Pommery Champagne Terrace, with tailored experiences for over 11,000 guests. Evening events added a vibrant close, with curated canapé and drinks receptions for 4,000 guests.

This is clearly a huge undertaking. So how does the Collective decide exactly what to offer?

“Each year, the themes of the RHS and the extraordinary creativity of the garden installations serve as a huge source of inspiration for us,” explains Holmes. “The Show gives us a chance to reimagine what can be done across the event, not just in terms of the food, but also the overall experience – from the menu and styling to the garden design and even the performers.”

In the Spring Garden specifically, Holmes says that Pizarro’s vibrant Spanish influence has brought “a new dimension to the menu”. “He’s introduced a beautiful selection of dishes inspired by the warmth and bold flavours of his heritage, and it’s been a joy to build on that. We’re drawing inspiration from European summer gardens, but using the best of British produce. Think fresh, sun-kissed ingredients, light seasonal plates and a touch of Mediterranean charm.”

The British angle becomes evident when I ask what this year’s best-sellers have been. “At this time of year, it has to be the Wye Valley asparagus – it’s always a standout,” says Holmes. “We’re right in the middle of the British asparagus season and there’s really nothing like it when it’s at its peak. Wye Valley is one of the best places in the country to source it from – beautifully tender, full of flavour and a real celebration of the season.

“Our guests love dishes that showcase exceptional British produce, simply prepared to let the ingredients shine. There’s something incredibly satisfying about eating what’s in season, at exactly the right moment.”

Unsurprisingly, for a show that is all about growing and producing, this element is very much reflected across the menus. Holmes says that, like most hospitality businesses these days, seasonality and provenance enjoy great prominence across the board.

“It’s absolutely everything at Spring Garden, but also across what we deliver here,” he says. “We focus on fresh, seasonal, top-quality ingredients, prepared simply and elegantly to let their natural flavours shine.”

Alongside the Wye Valley asparagus, he lists Fern Verrow’s baby vegetables, Neal’s Yard crème fraîche and Cackle Bean eggs as all being on the menu. “These are all ingredients that tell a story,” Holmes continues. “We eat with the seasons. Truly memorable events start with exceptional ingredients. Everything we serve is seasonal, locally sourced where possible, organic and fully traceable, showcasing British produce at its very best.”

This commitment is emphasised further when I finish our illuminating chat by asking Holmes what one tip he would offer above all others on catering well in this field. “You have to build strong relationships with your suppliers; it makes all the difference,” he emphasises. “Knowing exactly where your ingredients come from, when they’re at their best and how they’re grown or produced adds a layer of integrity to every dish.

“Guests increasingly value provenance and they want to know the story behind what’s on the plate. When you have that direct connection with your suppliers, you’re able to serve food that’s not only seasonal and fresh, but also deeply rooted in quality and care.

“Lastly, turn every event into an immersive experience that blends atmosphere, entertainment and exceptional food, turning it into a fully developed, unforgettable journey.”

This is something that the Eventist Collective is clearly very much looking forward to nurturing here at the Chelsea Flower Show. Indeed, Holmes is unequivocal that this symbiotic relationship will just keep growing.

“We’re really excited to continue our partnership with the RHS,” he concludes. “It’s been such a fantastic journey so far, and there’s plenty more to come.

“Beyond that, we’re looking to expand into other classic British events, bringing our approach to new audiences and settings. There are some exciting developments on the horizon that I can't quite reveal just yet, but trust me, they're worth the wait.

“This is just the beginning, so we urge people to watch this space. We have some truly exciting projects on the horizon that will continue to elevate our presence across the events industry.”

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