Christmas in July

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Posted at 12:02PM, 22 July 2008 by Sarah Sysum - Assistant editor, Easy Cook magazine

Imagine eating 20 Christmas puddings...in one day...in July... Let me explain. As the shopping coordinator here on Good Food Magazine it's my job to keep up to date with trends and test new products.

What you might not be aware of is that we work six months in advance, which means as you're basking in the summer sunshine (and rain) I'm journeying around London to attend Christmas press shows for all the leading supermarkets and high streets chains. When I say all I mean everyone. On average I'm attending 20 shows a week for four weeks (a normal month will see around ten shows in the entire month).

Press shows essentially are a showcase for all new products. For Christmas shows this can be anything from a table laden with party nibbles to a display of the latest Doctor Who gadgetry, and of course each company wants to out do their competitors. This year for example I've been subjected to an enchanted forest (indoors), a giant gingerbread house and a chocolate maze, all life size.

It's not just puddings I'm tasting. If it's got Christmas in the title you can bet I've eaten it over the last month.

And then there are those Christmas puddings, now most supermarkets produce at least ten different varieties. Although you're not expected to try them all you are expected to taste at least five, at each show. With at least four shows a day, well you can do the maths. Let's just say by 3.30 every day (after starting around 9am) I am well and truly pudding-ed out.

But it's not just puddings I'm tasting, if it's got Christmas in the title you can bet I've eaten it over the last month. The good; a beautiful dry aged beef, a wonderful moist Christmas cake. The bad; greasy sausage rolls, Thai green curry 'nibbles' (what defines a nibble? Discuss..) And the plain ugly; Christmas pudding cream cheese.

Now I'm no Scrooge I love Christmas. My spreadsheet of festive menus are planned and tweaked from October onwards. However there are two 'traditions' I loathe. Christmas songs - excluding Wham (come on 'Last Christmas' is a classic) and fake snow. Both of which are in abundance wherever you go in this unseasonal period. So far I've heard 'Frosty the Snowman' 23 times and had to crunch my way through 15 different variations of 'snow'.

But it's all been worth it in the end. I've seen some amazing produce and some seriously whizzy gifts. Am I going to tell you what they are? Of course...in December.

Comments

James

22 July 2008, 12:43PM
James

Merry Christmas. I updated my Christmas menu webpage yesterday ready for those people getting back from their summer holiday. You've got to be in it to win it don't they say?

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Janie

22 July 2008, 2:37PM
Janie

Very interesting blog. The mind boggles at Christmas pudding cream cheese but as you are doing the initial tasting and sharing your views in the magazine at least we readers do not have to make costly mistakes - especially in today's financial climate. Can't agree with you about Christmas songs though. If you had been subjected to Wham's 'Last Christmas' as much as we have you might put that on your list of music not to play!

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Dan

22 July 2008, 6:40PM
Dan

Baaa humbug! Sorry, it's 34 degC in my office today and I can't even think about snow and Christmas music right now! I love the idea of the enchanted forest though, I wonder where I can get myself one of those :-) Love the blog, keep up the great work.

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janet

23 July 2008, 4:26AM
janet

Interesting reading particularly as I live in Brisbane, Australia and over here we have 'Christmas in July' celebrations with hotels etc laying on traditional Christmas menus and log fires burning..............yes it does get that cold!Itmakes for a wonderful event as December 25th is usually hovering around 35 degrees!

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Holly

23 July 2008, 7:13AM
Holly

oooh, my mouth's watering, i want a mince pie! No such luck though. And a chocolate maze - surely some people's idea of heaven. It's a tough job but someone has to do it - I agree with Janie - I don't want to waste my money on rubbish - especially at Christmas, so much as I'd love to taste everything myself, thanks Sarah for making Christmas a little easier on us all!

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Carol

23 July 2008, 12:25PM
Carol

Oh yummy, Christmas pudding and brandy sauce my absolute favourite. I could test the Christmas cakes for you too if you like!

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sioden

23 July 2008, 3:34PM
sioden

fab!! my sister was just moaning yesterday that she hadn't eaten enough mince pies last year - maybe she should come with you to taste - wouldn't complain then would she?!

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Alison

23 July 2008, 11:13PM
Alison

Sarah, What a life, does that mean when we are reading your articles at Christmas and eating all those wonderful Christmas foods, your work would be the bar-b-que season? What a confusing but wonderful job. Merry Christmas! Ho ho ho!

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Natalie

24 July 2008, 11:15AM
Natalie

wow what an amazing job you have. I love christmas, it's such a magical time and the food is definately at it's best. If you need a hand tasting then i would jump at the chance!!

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Sif's Stuff

24 July 2008, 11:18AM
Sif's Stuff

I LOVE Good Food Magazie at Christmas! Can't wait to see what goodies await this year!

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Antonia

25 July 2008, 4:01PM
Antonia

I can sympathise! I am a buyer for a range of mail order Christmas hampers and food and wine gifts. I have had it with mince pies, cakes and puddings in mid-summer! It just seems all wrong, somehow.

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Italiana

27 July 2008, 8:08PM
Italiana

Oh Sarah you lucky, lucky lady!!! I love Christmas and love the Good Food mag and especially the shows in Birmingham which make Christmas more exciting! I'm already starting to surf the net for the best Christmas cake ever to make in September......so if anyone has a fantastic recipe...one that has been handed down (cos they are usually the best I feel) please let me know. So Sarah looking forward to the Good Food mag in Dec and can't wait to try some new Christmasy treats.....loved the Pannetone Christmas pud....Merry Christmas everyone!

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lynnefoster

28 July 2008, 8:54PM
lynnefoster

I am a little embarrassed to admit I am already planning what I can start making now. I'm thinking chutneys and mincemeat can't be too far in the future and should last 'till Christmas. I can't help it I love winter, Christmas and cold weather :-)

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Italiana

1 August 2008, 8:01PM
Italiana

Although don't get me wrong I love summer and longer daylight....but cosy winter evenings and living rooms lit only by the fairy lights on the Christmas tree.....magical!! and of course mince pie in one hand and a cuppa in the other... :-)

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Christmas Party London

12 August 2008, 6:53PM
Christmas Party London

It must be so differcult to plan so far in advance! Lucy

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