t Who Needs BOGOF When There's Cakehole? - Ethical Hedonist

Who Needs BOGOF When There’s Cakehole?

February 28, 2011 in Eat Local & Organic

Can you resist a sign that offers ‘Three for £3’ when it is attached to a stack of artisan giant jammy dodgers the size of saucers? – I thought not.

This is the situation your correspondent found himself in when despatched to the Oval Farmers’ Market with the polite suggestion in the form of a firmly worded instruction from the Ethical-Hedonist that he might like to buy (and pay for) a tea-time treat for her.
Now, this most usually takes the form of an agonisingly more-ish moist Lemon & Almond cake or, more frequently, a perfectly delicious crumbly Carrot cake with just the right hint of cinnamon and impossibly perfect icing. The more pedantic of our eagle-eyed readers may be inclined to grumble that I have taken grammatical liberties in the use of ‘most usually’ and ‘more frequently’ in the same sentence, when I should have stuck to just one such turn of phrase. However, they have never experienced a Cake-Hunting Expedition with Alison Jane Reid, who will smile sweetly at me whilst I discover that I have usually, and frequently, bought her two cakes. And that she is in the process of discovering the organic chocolate brownies…

So a trio of exquisitely baked oversized shortbread biscuit-sandwiches stuffed with plum jam seemed an amusingly reto-chic alternative, evoking pleasant memories of prep-school breaktime in the late 1970s.

It seems Jammie Dodgers have even worked their way into popular culture. As we move through the twenty-first century Doctor Who’s favourite snack is now the Jammie Dodger, having long-since ousted the Jelly Babies favoured by six of the great Doctors of our youth. (‘Whovians’ will know the two exceptions: William Hartnell, 1963-66; Jon Pertwee, 1970-74)

Cakehole’s Lara Morley reports that she is besieged with requests for giant versions of
other childhood favourites, from Bourbon Fingers to Fig Rolls, via Custard Cremes and giant ‘squashed flies’ Garibaldi Biscuits.

Now, if I owned a coffee shop or gastropub in London, I’d give Lara a call and put these giant delicacies on the dessert menu. After all, warm chocolate brownies with vanilla ice cream is très passé and so 2010. Sell the punters what they want, is what I say.

Cakehole Available From: Oval, Borough, and other Farmer’s Markets. Also deliveries.
For more information, click through to the Cakehole Locator.

Cakehole’s Green & Ethical Credentials
Handmade Locally (in Vauxhall, Central London)
Local, Fairtrade & Organic Ingredients. Details here.
Delivered by Bicycle. Proof here

©Alexander Crum Ewing February 2011


about the author

Alison Jane Reid

Alison Jane Reid - Journalist, Editor & Emerald Princess of Slow, Sustainable Luxury Living - 18 year track record interviewing real icons for: The Times, The Lady, You, The Mirror and Country Life. Now leading her alluring fairtrade, emerald revolution - Don’t Miss Out - Have you joined The Ethical Hedonist set?

4 responses to “Who Needs BOGOF When There’s Cakehole?”

  1. Lara Morley - Cakehole London says:

    Hi Alison,

    Thanks so much to you and Alexander for the wonderful write up on your website! I enjoyed reading it a lot and hope to offer a full range of retro biscuits soon. The research is interesting – an excuse to re-read Enid Blyton books!

    thanks, see you soon.


  2. Harriet says:

    Absolutely love this idea, taken a classic and making it BIG – brilliant. The giant versions of a few more old biscuits like Bourbons would be great too…a real novelty gift for a friend.

  3. I am addicted to their brownies.
    My Saturday would be nothing without a trip to Oval farmers market and couple of brownies.

  4. Chris says:

    Thank you all. All hand picked local food producers, lovely local community who appreciate lovingly baked, grown – whatever – Try Janos’ Cheese & Herb Scones too!!
    Chris CCFM

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