From cauliflower quinoa to citrus salads, Jetblue is embracing wellbeing by handing out free ‘farm-to-flight’ meals to all economy passengers on US-London flights. Olivia Palamountain reports
In a world where most airlines have trimmed economy perks to the quick, Jetblue is upping the ante with its pledge to serve high quality meals to economy class passengers between the US and London. A trolley will also serve free beer, wine, spirits, soft drinks, coffee and tea.
Part of its “plan to shake up the transatlantic market”, JetBlue will be collaborating with New York City-based restaurant group Dig for its economy “farm to in-flight seat table” of build-your-own meals.
Passengers will be able to customise the seasonally-changing, modern menus via their in-flight screens, choosing from at least three options that will include a protein, a vegetable and two side dishes.
Healthy, fresh mains include charred chicken and rice with herbs; meatballs and tomato farro; and spiced eggplant with coconut cauliflower quinoa. Side dishes range from macaroni and cheese, to sheet tray carrots and heirloom tomato salad.
Taking off in the morning? Items will include mixed berry bread pudding and citrus salad with local honey. 
Usually reserved for premium passengers, there is also a self-service snack station – “the JetBlue pantry” – which will be on call for mid-meal hunger pangs. Peckish customers can help themselves to a variety of snacks and cold drinks from a walk-up bar located in between the Mint and economy cabins.
Unlimited, free high-speed wifi will also be on offer, alongside a curated selection of live TV channels and a library of seatback entertainment.
“We know all too well the pain points of international flying – the dreaded centre section [of seating in a twin-aisle plane], the ‘choice’ of assembly-line chicken or beef, and the lack of connectivity,” Jayne O’Brien, Jetblue’s head of marketing and loyalty, said in a statement. “Jetblue is ready to change all that with our take on transatlantic travel where you are well taken care of and fully connected if you want to be.”
As reported by Globetrender here, Jetblue is already amping up its offering in preparation for the launch transatlantic flights this summer. The service will comprise an innovative, upgraded version of its Mint business class experience, which offered consumers “a fresh take on premium travel at an unpremium price” when it launched back in in 2014.
Originally focused on transcontinental flights, the brand has now set its sights on transforming transatlantic travel with private booths and an ultra-spacious front-row Mint Studio concept.