JB @ IFE

Last month's IFE is a HUGE trade show that takes place every two years at Excel down in London. I guess the acronym stands for "International Food Exhibition" but it might just as well stand for "I'm F***ing Exhausted"!!

It really is huge... hugely huge. Two huge aircraft hanger type exhibition halls full of supplier and distributor stands which, after a few hours all blend into one. Some exhibitors are pushy, shoving samples into your face as you traipse by them. It becomes a skill to navigate through - time after all, is precious and it's not a good policy to waste it with people you've no intention of doing business with. Saying no and escaping with tact isn't always possible - often "no" must suffice on it's own!

I've been covering these shows for North Star for four years now and tradition now dictates that I attend with my best pal Russell who tags along under the guise of "Consultant". I love going with him, not least because he's a long-time vegetarian and it's fun watching him refuse the many and various bits of cured animal that get proffered.

Then there's "Trade Show Belly" - an ironic condition, given that everyone there is a foodie of sorts. Basically, think of the worst combination of foods you can possibly imagine and then imagine eating it all day. As you make your way down the aisles, you'll eat an olive or two, followed by some Parma ham, then you'll be offered some chocolate or rapeseed oil, a pickle, some dried fruit, a piece of cake, some coffee or highly sugared drink, more olives, some mustard, some honey, something honey-mustard, more olives, some fudge, a donut, a milkshake, some salami, cider, olives, olives, sorbet, some sticky concoction which tastes like old socks, cheese, a boiled sweet, cheese, an olive or two, pickled garlic, chocolate, cheese ...and this cycle repeats itself endlessly - literally ad nauseum - for the entire day. Not exactly what can be described as a balanced diet - and of course, no chocolate in the world tastes that nice when consumed straight after a pickled onion!

All this aside, the IFE is a fun, if exhausting day and, of course, it's essential that North Star attends when this extravaganza comes to town. Just as it is for all who attend this over-facing, bloated festival of food, it is a chance for us to do business, to meet and shake the hands of the suppliers who look after us, and of course to discover new suppliers and exciting new products. This last thing is really the main reason we make the trip.

And, inevitably, I did indeed come across any number of wonderful products that I'm hoping to stock in the deli - and I'll be using this new web site to bring news and offers over the coming weeks as this new stock arrives and is put out on our shelves - so check back for update regularly, won't you?