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ICC Birmingham New Event Catering Vision

14 Jul 2022< 1m read

ICC Birmingham’s in-house caterer, Amadeus, has launched a new lunch idea at the venue: MADE Collective. The idea is called MADE Collective aims to break down the walls of event catering, replacing traditional buffet offerings in favour of a high-street approach in a conference setting.

Simon Hellier, executive chef, ICC Birmingham, the idea is aimed to create more interaction between delegates and venue chefs.

How it works

The focus is on reduction in food miles as part of the venue’s sustainability drive, 80% of ingredients will be sourced within a 30-mile radius of the venue.

MADE Collective will engage and educate delegates on the catering’s attribution, including increased interaction from the venue’s event-facing chefs. This process starts from the moment the event organiser chooses the menu, with the Amadeus team offering a preview for clients to share with delegates.

Hellier said: “It’s always my aim to offer guests at ICC a food experience comparable to any restaurant. Even though there may be 800 people, I want them to feel like it is intimate.

“These menus are a reflection of this – all the action happens behind the scenes, in the kitchen and I want to bring this out into the floor. I want our guests to meet our talented chefs and learn about the great food they are about to eat.”

Craig Hancox, general manager for Amadeus at the ICC, commented: “Understanding food is such an important part of the conferencing day, and we really wanted to think differently for our latest offering. The new processes have been meticulously planned and we are confident that MADE Collective will deliver excellent results as soon as events return to the venue.”

Birmingham new event catering vision, events, venue

Source: ICC Birmingham launches new event catering initiative | Conference News (

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