Christmas marketing: Grrr! OK, I know Christmas gets marketed earlier and earlier every season. Armies of graduates are churned out of marketing courses at universities and colleges every year, trained to treat the rest of us as if we are stupid. So I have to get this off my chest. Well off my waistline probably, given that it was triggered by a Camembert cheese. Lunch today was home made broccoli and Stilton soup (oops – more cheese!) and home made bread. (The bread recipe is here, I’ll tell you about the soup another time.)
D had picked up a fresh Camembert Le Rustique, one we have quite often. Then I noticed that the usual balsawood box was overprinted with a festive Joyeuses Fêtes! The addition of a couple of reindeer helping the usual Normandy farmer lifting his hat whilst driving a cart of milk churns gives a hint as to which particular fête they hope will be joyeuse.
Hmm, I thought to myself. It is November 22nd and the cheese already feels soft and has a fairly ripe smell. It’s ready to eat now. By Christmas it’s probably going to be mature enough to be putting up its own festive lights and threatening the neighbours with alcohol fuelled abuse.
In fact the use by date on the box is Christmas Eve and the detail in the box says “AFFINÉ: Très fondant au goût intense moins du 20 jours avant la date.” In other words it’s pretty ripe by 4th December. By Christmas you would be pushing your luck. Possibly to the point where the cheese course could lead to a very much less than joyeuse holiday. Thanks a lot! Bah, humbug!