Food Development Association Magazine, February 2004

PURSUING AUTHENTICITY

Honest to goodness produce is rising high on the menu, says Sam Pedder

In January, the glossy magazines seemed to be filled with articles centred on one theme - the pursuit of the authentic.

...

The profile of cottage industries will continue to rise, providing empathy with a number of prevalent trends: the need for better sourcing of products, the boom in allergies, the increasing knowledge of the general public and the pursuit of honesty.

Making an even bigger impression in both foodservice and the independent sector will be niche companies like Dorset-based Honeybuns, a business that bakes cakes and biscuits in small batches like granny used to bake.

It uses local fresh ingredients such as creamy old-fashioned butter, honey and free range eggs, as well as exotic ones from traceable sources.

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The pursuit of the authentic is alive and kicking and none of us providing a service can afford to hope it is going to go away because it isn't.

And why should it?