Most celebrity chefs nowadays love to champion this idea of supporting the local community. Buying locally sourced produce to create locally inspired dishes whilst encouraging the community to eat at local independent restaurants. It’s all about the local.

This is great. It’s an attitude, I’ve adopted for many years. I purposely haven’t been into a McDonalds for around 9 years. But don’t get me wrong, I’m not some anti-corporate obsessive who checks the labels of my washing detergent to ensure it was made in UN approved humanitarian friendly conditions. But when it comes to handing over my hard earned for a bite to eat, I like to support the individual who’s put in everything they’ve got to create a modest, quality-driven establishment where I can fill my tummy and feel great about lending my support.

I try to extend this attitude when buying my everyday groceries, seeking out independent store owners, in the hope of getting fresh produce at a great price. Sadly, in my case, my community store holders have blessed me with the opportunity of buying yellow chicken, shrivelled watermelon and black bananas. Who thought it possible that watermelons would shrivel! For the sake of my digestive system, I turned round and went to one of the four Sainsbury’s on my high street. As much as I wanted to help the little guys out, at that moment going to a big brand, chain supermarket didn’t represent globalisation and all manner of corporate evil. What it came down to, in essence, is peace of mind.

Sure every apple might not be as juicy as the next, but I know there’s someone behind the scenes making sure that everything that goes out on shelf is of a standard fit for human consumption. If branding has the power to draw in the masses at every major supermarket, regardless of an individuals attitude to buying, maybe it has the power to give people the confidence to buy from local establishments without a fear of food poisoning… but first lets get the produce right.