Knockout food will go the distance

Dec 18 2007 by Mark Hinge, Western Mail

THE boxer Joe Calzaghe won the BBC Wales Sports Personality of the Year and then he went on to the BBC’s UK finals in London and rightly did the same. Good knock-out, Joe.

“Say what!” I hear you cry, “recognition by the London- centric media that Wales exists?”. Oh yes, the guys from Camp Calzaghe did the business. Wales is finally up there in the eyes of those living east of Offa’s Dyke. Dai iawn Joe and the unsung team. Tidy stuff.

Now what is this to do with rural Wales? Bear with me.

Amidst the buzz of the festive season it saddens me that in the rush to store celebration food, it is now more akin to shopping at a smash and grab robbery. I stood in a city supermarket the other day and observed the hatred of common man. An air of snobbish disdain accompanied the shoppers. There seemed to be an atmosphere that my turkey is bigger and more expensive than yours. What are we coming to?

Those pushing to the front of the queue lacked any dignity. Everything was being swept off the shelves. Not one person read the labels to see source or origin.

However, the day after this un-festive fight I witnessed the return of humanity, quality and the rural ideal. The Countryside Alliance’s Best Rural Retailer Awards 2007 was hosted in the Senedd, at the National Assembly.

Four rural categories, cross-party support, The Minister for Rural Affairs and the Presiding Officer presenting prizes and sponsoring this wholesome event. Winners lined-up to receive certificates and plaques.

There was no festive food scrum here. The wine and canapes were all Wales sourced. Sugarloaf Vineyards did the event proud as did Black Mountain’s smokery sourcing with wild duck breast and Pwll Mawr cheese from Blaenavon. Miniature Welsh Black beef Wellington, Carmarthen ham, Penderyn laced chocolate cake, and so on.

So what has this to do with boxing? I draw the parallel that Joe won in Wales and went on to take the UK final championships. Similarly, those Rural Retailer winners from Wales now go to the UK finals in February next year. C’mon Wales do a knock-out!

Mark Hinge is Director of The Bay Public Affairs, www.public-affairs.co.uk