These are not just steaks. These are aged steaks.
Any butcher can offer aged steaks.
Everything in this shop underlines quality and provenance. The elegantly cursive gilded logo, the nostalgic Plum Pudding notice on the wall evoking comforting Dickensian hints of Christmas, plenty, family and jollity, the bloodied aprons of the butchers, the carcasses they are constantly hefting...
Yesterday in Waitrose, I watched a 10-month old toddler in a pushchair lean over to the supermarket basket his father had placed by his pushchair, while his parents chatted, waiting in the queue to pay. He chose this product and some bananas from the other products in the basket. He recognised "his" product by the colours, shape and texture of the packaging. I could see him enjoying the colour and feel of the Ella's Kitchen pouch.
His young, new, mother looked at me and said: "I know I should be making him home-cooked food, and I do but sometimes it's so easy to buy these..."
Daylesford Organic's rather beautiful farm shop on Ocado. Here is Jamie Mitchell, CEO of Daylesford Organic, to tell you what being on Ocado has meant for Daylesford's sales:
"For the past 7 years, I have had a bit of a crush on Ocado. Why? Well, let’s start with the service. As an internet only grocer, they have proved themselves time and again with their world class innovation in web-ordering and delivery. Their shop is the most intuitive of all online offers, and who hasn’t felt the warm glow of customer loyalty when that text arrives to confirm the imminent arrival of a food order, informing you the name of the driver, the name of the van and, in rare circumstances, any items they haven’t been able to fulfill?
Tom Mercer, an ex-management consultant, set out to challenge the accepted notions of breakfast on the go in 2006. His bircher breakfasts and oat shakes, boldly branded by Pearlfisher, are now available at London train stations, Waitrose, Ocado and on Virgin flights. Tom's aim is to banish bad breakfasts. His wholegrain jumbo oats soaked in apple juice, combined with low fat Dorset probiotic yoghurt and fruit, are sustaining and delicious. (Especially the blueberry one.)
Check out his splendid Vote for Oats campaign here: http://www.youtube.com/watch?v=6llHZvmJPFw