BRITISH FOOD FIRM STRIKES BACK AFTER APPRENTICE FAILURE
Patriotic British food suppliers invaded France yesterday to prove they could succeed where Sir Alan Sugar's apprentices failed - and get the French to eat our cheese.
Staff from Makro were so enraged by their portrayal in last Wednesday's episode of The Apprentice they flew to France to set the record straight.
Apprentice contestant Paul Callaghan was sacked after he failed to persuade picky French shoppers to buy British cheese.
Amstrad tycoon Sir Alan also criticised him for buying his produce from Makro.
Yesterday workers from wholesale store Makro crossed the Channel determined that British cheese could give fancy French products a run for their money at market.
And the Gallic gourmets at a food market in Versailles gave the great British goodies the thumbs up, with the mature Cheddars and Stiltons proving most popular.
Makro cheese buyer Andy Walsh said: "British cheeses are increasingly popular in France - with sales rising by 20 per cent year on year.
"We stock over 200 different types of cheese from big national brands to small independent suppliers, like Wyke Farm, a family-run business from Somerset.
"Where the contestants on The Apprentice failed is not with the quality of the product they were offering, but by not realising that the key to selling to the French is to appeal to their taste buds.
"They don't care about packaging or brand names - what they want is to try the food - and once they've tried it, they invariably like it and will buy it."
Marie Oster, 30, a teacher from Versailles, said: "I use mature Cheddar from England a great deal in salads and on the cheese board - and the milder version is great to use as a cooking ingredient."
Christian Cavalloty, 45, runs a delicatessen in Versailles. He said he had only recently started re-stocking British cheese after a gap of 10 years as the quality had improved so much.
He said his customers were particularly fond of Stilton and the more "original" mixed British cheeses, like white Stilton with apple or Double Gloucester with chive and onion.
Olivier Matussier, 55, a photographer from Versailles, said: "I have sometimes bought British cheese and I am impressed by what I tasted here today."
Anne-Marie Govier, 31, a student from Paris, said: "French people love to eat - we are interested in good quality food, wherever it comes from - even England!"
Kenny Jacobs, Makro customer manager, said he believed the growing popularity of British cheese is part of a larger renaissance of British food - both at home and abroad.
"The quality of the food is improving and thanks to chefs like Jamie Oliver the profile of British food is also gaining prominence not just on the Continent but worldwide."
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