Diary: For a Delia endorsement, first take one romance

There can be no greater dream of food manufacturers around the UK than to have their output trumpeted by cookery maven Delia Smith as an essential store-cupboard ingredient.

There can be no greater dream of food manufacturers around the UK

than to have their output trumpeted by cookery maven Delia Smith as an

essential store-cupboard ingredient.



So surely it’s no coincidence that not one, but four of Phipps’ clients

have been, or are due to be, mentioned by Delia in her latest

series.



The lucky clients are Whole Earth organic tomato ketchup, Green and

Black organic chocolate, Famous Grouse whisky and English Provender

horseradish cream.



Stores have already been tipped off and all these companies have geared

up to cope with the well-documented ’Delia effect’, which once caused a

Europewide sell-out of liquid glucose.



Could Phipps’ success be down to luck? Could it be the fact that its

clients produce high quality goods? Or could it possible be that Miss

Smith is, in fact, susceptible to the gentle art of persuasion?



On the other hand, could it possibly have something to do with a romance

between an unnamed Phipps’ staffer and one of Delia Smith’s team?



’It’s true,’ says Miranda Page Wood, Phipps planning director, of the

romance. However she would like us to point out that Phipps does ’make

sure Delia has the products in the first place, and works closely with

her road show and editorial teams’.



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