As a man of very nearly 50, I’m getting increasingly used to the fact that certain trends just pass me by.
I’m not deliberately sticking my head in the sand, trust me. It’s more that - almost by definition - some stuff just doesn’t come my way.
It’s not all bad, believe me, and I certainly get spared a lot of ephemeral nonsense (‘brat summer’, anyone?).
But every now and again, it means I risk missing out on something important.
The words ‘cottage cheese’ were first mentioned to me by a customer early in the year. Then by another, then another, and another, then my missus joined in, and before long it became like an ongoing, increasingly frantic and incessant drumbeat in my head.
Pretty much every woman I know was asking me about cottage cheese and why we didn’t have any on the market.
So, being a man of action, I decided to investigate.
‘Is it me, or is cottage cheese getting popular again?’, I asked Tas casually, one morning in the Wylde kitchen.
Tas is 23, very smart, very cool and very on-trend.
She rolled her young eyes at me, playfully and then - with all the patience of an adult daughter showing her increasingly befuddled parents how to use the latest feature on their mobile phone - explained to me that, if anything, this was old news.
Cottage cheese, Tas told me, is back.
Really, really back. And apparently this comeback is being unapologetically powered by women who want to get their protein intake up.
That certainly fitted with my experience of where the requests were coming from.
So Tas and I agreed that she would to chat to Matt - the chap who does our superb kefir.
And Matt came up with the goods.
Full fat, organic, 100% pasture fed cottage cheese.
I tasted last night as soon I got back from hols. My missus did too. It’s fantastic, comes in 500g tubs and I’m delighted to tell you that it will be on the market soon.
We’ll obviously advise you the minute it’s listed.
I predict a riot.
Anyway, Happy Summer Solstice.
Nick
