A giant Ice Wall was erected outside the Royal Festival Hall, which encompassed an array of fruit, vegetables and seafood magnificently suspended in ice. This artistic display showcased the freshness and high quality of frozen foods. Say what? At five meters wide and two meters high, the Ice Wall, unsurprisingly, was a real crowd puller amongst the many day-trippers and office workers milling around along the Southbank. According to Brian Young, Director-General of the BFFF “The purpose of the Ice Wall was to strip away the packaging and showcase the freshness of this essential food item. It was frozen food ‘naked’ and on display for everyone to see. This exhibit proved that frozen is one of the freshest and most natural forms of food you can buy.”
