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Coldplay chooses Eat To The Beat

Coldplay North America tour

Coldplay North America tour. Photo as seen on the band’s Facebook page

Coldplay is touring North America its show ‘A Head Full of Dreams’ with catering specialist Eat to the Beat (ETTB) who are there to support the British band and its entourage. The nine-date tour follows the bands’ summer European dates.

ETTB is part of Global Infustion Group (GIG). Formed 33 years ago, GIG is a UK catering, logistics and brand support specialist. The company was recently presented with The Queen’s Award for Enterprise: International Trade 2017. The Buckinghamshire-based GIG has received the UK’s highest accolade for business success twice in recognition of its outstanding international trade results, which have seen the company expand into a global operation.

Band support

ETTB has been feeding up to 300 people a day throughout the tour, which started in Munich, Germany in June. Last week the band was in Seattle before moving on to Edmonton and Vancouver, Canada and returning to the United States for four more concerts in October.

The artist, production and crew catering specialists have become familiar with needs and tastes of the Coldplay entourage having catered for the band since the Parachutes Tour in 2000, and being involved with all of Coldplay’s tours since then, building a close relationship with the band, managers and crew across the USA and Europe.

Swedish singer Tove Lo, who has been supporting Coldplay on this year’s European Tour, has been full of praise for the catering provided by ETTB. In an interview, she commented: “We’ve just been talking about [the catering], because that is certainly not always the case. It’s been such great food. I’m vegetarian and eat vegan and there are always amazing options for that. When we get to the venue, it’s always like ‘Right, we’re here, who wants to eat?’…and everyone there is so nice.”

Last year, ETTB provided backstage catering services for the band’s 19 European concerts, which took place in eight locations – France, Spain, Germany, The Netherlands, Switzerland, Sweden, Denmark and the UK.

“The food we cook for our touring family evolves as we get to know and understand them better. The recipes we put together are often our first step in exploring new dishes, new ingredients and cuisines and, with them, new ways of living,” ETTB crew leader Susan Power commented.

She continued: “We will take into account other factors too, the temperatures at the venues and the levels of tiredness for example, to offer the artists and crew the best experience possible – a tired sweaty crew often crave sugary or fried deliciousness and sleep for example, not necessarily always a fancy menu though we must cater for all tastes. They do like a good steak though, and get not a little obsessive about our crab cakes!

“Extra little touches the team add sinclude trying to keep the design of the room consistent so they feel as if its home at each venue. A safety zone as it were, with no strangers or photos without permission, just comfort and succour,” explained Power, who headed up ETTB’s team of 17.