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..."
I nipped out of the office on Friday. To Shoreditch. To the innocent 5-a-day for £5 lunch. (There's me on the right in the purple cardi Crackberrying away, waiting for my lunch guest.)
The food was excellent. Beetroot and horseradish perogi with sour cream, paprika and pickled red cabbage, and sweet potato brik with roasted pepper, courgette and chickpea salad. Innocent gave us the recipes on arty cards to take home.
Next, we waddled past the lettuce wall.