Rhyme and Rhythm to Inspire Food Shoppers
Bernice Hurst, Contributing Editor, RetailWire
can write poetry
make cooking easy for you
one of the U.K.’s so-called Big Four supermarket chains, has embarked
on a novel way of encouraging customers to cook. Dubbed “Food Laureate,” the
scheme combines specially written poems by some of the best known
and loved poets in the country. The poems, along with recipe cards
and recordings, are available in Morrisons’ 415 stores. Morrisons’
website features video demonstrations of the instructions given.
poets Ian McMillan, John Mole and Peter Sansom are the first to participate
in the program.
back to childhood days, the company reckons that rhymes help us remember
facts and figures more easily. The poems offer prompts to what needs
to be done in the kitchen. The idea has been supported and endorsed
by the Poetry Society, whose director Judith Palmer explained to
the Guardian that
rhyme is “great for instructions and advice, making it the perfect
tool for remembering kitchen tips”.
following is one from Mr. Mole:
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, hear the sizzle and spit
Serve them with chips and hey presto that’s it!
included in the first collection of eight poems are “Curry in a hurry” and “Use
your loaf” explaining the technique for making bread. Others explain
the fine arts of “crumble” and roasting as well as the batter advice
prove that poets can cook and cooks can be poets, consumers are being
encouraged to contribute rhyming recipes to the collection. “Use
them as inspiration in the kitchen or let them inspire you to write
your very own recipe rhymes,” says the introduction to a rhyming
recipe competition on the website. Prizes on offer include £500 worth
of shopping, not to mention fame as shoppers march around the store
reciting your poem while they collect ingredients.
Question: What do you think of poetry as a cooking learning tool
and perhaps a differentiator for Morrisons? Do you think a bit of
fun will likely be more successful than previously tried methods
to teach consumers some much-needed cooking lessons?
commentary] OK, so it’s a bit of fun and may provoke our own Poet
in Residence but viable instructions they are not. More to the
point, being amused might encourage a few people to actually make
an effort and that, in itself, would be a plus.
Recipes – Morrisons
launches ‘Food Laureate’ initiative – Planet Retail
- Morrisons supermarket
appoints poets as ‘food laureates’ – The Guardian