with Janine Adamson
It’s nearly that time of year again – when we all don our best over-priced leatherette-trimmed gilets to make the pilgrimage to a farmer’s field in a faraway land. This time, we’re going to require patience in abundance as we traverse the narrow lanes towards Diddly Squat.
I genuinely hope the show does well, but the thought of enduring the logistics is somewhat shredding my nerves already. Having missed the opportunity to book modestly-priced accommodation in an appropriate nearby location, I shall be setting off on the morning of the show. Given my starting point is essentially Stafford, I wonder what time would be wise to set the alarm? I guess 5am it is.
Now, similar to survival enthusiasts (is ‘preppers’ the correct term?) I’m going to ensure my car is loaded with adequate provisions to cater for the mission ahead. I won’t go quite as far as army ration packs, but I’m not overly pleasant when I’m hangry, never mind sleep-deprived with anxiety in tow… So if as predicted, I find myself bumper to bumper, I may as well have a boiled egg and some paracetamol to snack on, serenaded by some casual Snoop Dogg on the car stereo.
One caveat to note will be the prospect of finding and affording the fuel to make it there and back. Albeit, that’s rather out of our hands.
But, we’re all going to do it, aren’t we? And deep down, we rather love it. In many ways it isn’t about the event’s line up, that it’s hosted by Jezza this year, or that there’s a soil pit to dive into. It’s a show of solidarity, that our industry still has the enthusiasm and willingness to turn up when the chips are down (let’s not discuss the current economics of spuds).
For many years, the future of Cereals has been up in the air. Yet as stubborn as the dandelions in my back lawn, it keeps going. I respect that, even if getting onto the showground itself will probably be a nightmare and give me an enduring stress headache.
One major benefit is that due to being in my current role, I don’t have to erect or man a marketing gazebo. Oh you guys and gals, have my deepest sympathies.
This article was taken from the latest issue of CPM. Read the article in full here.
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