Leading supermarket to keep the nation rhyming its way to cooking confidence.
Despite increasing numbers of celebrity chefs, cooking shows and campaigns to improve the nation’s diet, research reveals that 27% of Brits still don’t feel confident in the kitchen*. In fact, one in 10 of us admit we simply can’t remember the ingredients for British classics such as Yorkshire puddings.
But help is at hand, as supermarket chain Morrisons has created the UK’s first ‘Food Laureate’, to provide the nation with simple poems to help them prepare their favourite dishes. This move is the latest in a series of commitments from the retailer that help Brits have confidence in the kitchen. Morrisons make and prepare more food in store than any other supermarket and is dedicated to passing on food know-how to its customers.
Rhythm and Rouxs
Rhymes have long been used to help commit facts and figures to memory and now the nation’s chefs can use Morrisons poems to remind themselves what they need to do every time they go into the kitchen. Working with three of Britain’s top wordsmiths Ian McMillan, John Mole and Peter Sansom and with the backing of the Poetry Society, the supermarket has compiled a collection of poems, to keep the nation cooking through the power of poetry.
For instance…
Better Batter by John Mole
What you're going to need for a dish that can't fail
Are a bowl, a deep fryer, flour and ale.
Stir the mix in the bowl, give your fillets a coating,
Heat oil in the pan then watch the fish floating.
Turn up the heat high, hear the sizzle and spit
Serve them with chips and hey presto that's it!
To help busy shoppers, Morrisons will be playing the poems in its 415 stores across the country from Friday 28th August. Thousands of recipe cards will also be available in every Morrisons store so that customers can collect their own almanac of rhyming food tips.
What’s more, the poems along with filmed live demonstrations will be available on www.morrisons.co.uk/foodlaureate and Morrisons is challenging the nation to share its own rhyming recipes, to add to the collection.
Judith Palmer, Director of the Poetry Society explains: “Rhyme is a wonderful device that helps to lodge ideas in our minds. Decisive and disciplined, rhyme is great for instructions and advice, making it the perfect tool for remembering kitchen tips.”
Andrew Speight, Morrisons Specialist Fishmonger comments: “I have worked as a fishmonger for over 27 years and I have often used rhymes to help me remember the essentials as I prepare our fresh fish in store. Customers regularly ask me for advice on how to cook different fish and this is where the idea for the Food Laureate came from – it’s a great way of remembering food know-how!”
Notes to Editors:
Morrisons Food Laureates’ poems give cooks tips on the following:
· What the Hake? - Encouraging Brits to use different types of fish
· Better Batter- How to make the best batter
· A rattling good roast – An easy way to remember roasting times for different meats
· Curry in a hurry– How to make a quick curry
· Vegetable almanac – Which fruit and vegetables are in season and when
· Waste not want not – How to store fruit and veg. so that it lasts longer
· Humble crumble – How to make the classic pud.
· Use your loaf – Bake better bread
* Omnibus research carried out amongst over 1,000 people for Morrisons
About the Poetry Society
• The Poetry Society is the UK’s leading poetry organization and celebrates its centenary in 2009.