Jason Atherton introduces new F&B fragrance, partnered with Antioco Piras
                     Jason Atherton introduces new F&B 
fragrance, partnered with Antioco Piras
The Michelin-starred chef has partnered with a food magazine to develop the scent
Jason Atherton, Michelin-starred London restaurateur and Caterer Middle East’s October 2014 cover 
star, has collaborated with Four magazine and Boadicea the Victorious to create Vetiver Imperiale, a 
citrus-based unisex fragrance, The Drinks Business reported.
The perfume is the first in a series of four limited edition fragrances released by the magazine, and 
offers a complex array of notes including vetiver, bergamot, Tunisian neroli, cedarwood, amber , 
Moroccan Rose, Egyptian geranium, patchouli and black, white and pink pepper.
“When Four first approached me to work on a fragrance I was surprised. My first thought was, ‘I’m a 
chef, what do I know about fragrances?’ But when Antioco Piras [co-founder of FOUR magazine] 
explained the concept to me, I instantly knew I wanted to be involved,” Atherton said.
Related story: Jason Atherton at InterContinental Dubai Marina
He added that he brought together his childhood memories from Lincolnshire, England, his favourite 
ingredients and inspiration from his time spent in Dubai, where he met his wife, Irha, to select notes for 
Vetiver Imperiale.
“I wanted to express the very best elements of what I love in both food and my favourite places through 
a luxury fragrance. It is incredible how accurately these have been captured in Vetiver Imperiale,” he 
said.