By Rose Peter Graham 


At My Village Organic in the heart of Lewisham, the air was filled with the rich aroma of freshly cooked rice as Tilda® rolled out its vibrant community tasting campaign, an activation designed to celebrate food, culture, and connection.


Arundeep Harrar, Hyacinth Garnett,  Rose Graham, and Ahmed

Leading the initiative was Hyacinth Garnett, Brand Manager at Tilda®, alongside Arundeep Harrar, the company’s Merchandising Executive. Their mission? To bring the joy of authentic rice experiences directly to shoppers in key communities including Peckham, Brixton, Lewisham, and Thamesmead, as part of a seven-venue activation series across London.

Interested Shoppers waiting to taste the Tilda Rice Deliciousness

“Today is about giving people a chance to taste, learn about, and truly enjoy our rice , first-hand,” said Hyacinth, beaming with excitement over the launch of Tilda’s new Jasmine Rice, a premium addition to the brand’s much-loved Golden Sella and Pure Basmati varieties.

A Taste of Community

Inside the buzzing store, shoppers were treated to live tastings and engaging conversations with the Tilda® team. From Jollof rice made with the Golden Sella to fragrant Jasmine rice paired with Thai sauce, each sample told a story of quality, heritage, and passion.

Hyacinth Garnett, Brand Manager Tilda Rice, proudly displaying the latest product in the Tilda Rice brand- THAI HOM MALI FRAGRANT JASMINE RICE

Ahmed, store manager at My Village Organic, shared his enthusiasm:

Ahmed,  store manager My Village Organic in Lewisham


“Our customers from across Africa and Asia absolutely love Tilda Rice. It’s selling fast, and the feedback has been amazing. I’ve tried it myself, and I love it!”

“The atmosphere has been incredible. Everyone’s involved, it’s a brand people genuinely love. This is our first collaboration with My Village Organic, and it’s been nothing short of fantastic.”

Celebrating Culture, Supporting Communities

Hyacinth, who has managed the Tilda® brand for three years, describes her work as “all about rice and relationships.”

Hyacinth Garnett managee at Tilda Rice and Arundeep Harrar, Merchandising Executive

“We’re supporting local independent retailers with point-of-sale materials, entertainment, and joint in-store promotions,” she explained. “Our Golden Sella Basmati is perfect for Jollof, curry, and stews, parboiled to preserve quality. And our new Jasmine Rice sourced directly from Thailand, is AAA grade with a beautiful dragon-inspired design that took six months to perfect.”

                      Lewisham Clock Tower


Beyond flavour, Tilda®’s campaign carries a deeper purpose: celebrating cultural unity. From Chinese New Year and Ramadan to Christmas and Black History Month, the brand continues to spotlight diversity and inclusivity within the UK’s rich cultural tapestry.

“While other brands rely on ads, we prefer one-on-one engagement,” Hyacinth shared. “We want to hear from our customers, celebrate with them, and let them know we care.”

With Lewisham’s vibrant mix of cultures as the perfect backdrop, the day ended with smiles, satisfied taste buds, and goody bags filled with Tilda® delights.

As I took my own bag home and savoured the meal later that evening, one thing was undeniable, every spoonful of Tilda Rice speaks luxury, comfort, and authenticity.

A true taste of home, at an affordable price.

Hyacinth Garnett Manager at Tilda Rice and Rose Graham of Roseonallsides.com