Scouts to be tested on cheese skills
The Scouting movement’s famous motto of “be prepared” could soon become “be prepared to eat cheese” following a sponsorship deal with the makers of Edam.
Friesland Foods, the Dutch company behind the red-waxed cheese, is to support the UK Scout Association’s “chef’s badge”, which youngsters can earn by learning how to cook.
Although the rather bland cheese is not well known for its cooking versatility — and few of the dishes suggested by the Scout Association as potential badge-earners contain cheese — Edam’s makers clearly see it as a great way to market their product.
“We continue to be in a privileged position representing such a well loved brand in the UK,” Friesland spokesperson Elien Zwart-Dijkstra said, according to Marketing Magazine.
“We have a great taste with good nutritional benefits.”
In order to drive their message home, Friesland is also releasing a recipe booklet titled “Edam Made for Eating”, the magazine said. An Edam scouting pack, complete with recipes and and cheese-slanted cookery games, can also be found on the Internet.
Edam, named after a village in the Netherlands, is one of the country’s most recognizeable cheese exports, alongside Gouda. Though it could be unkindly dismissed as rubbery and slightly flavourless ,it is hugely popular worldwide.
While Cheese-wire can appreciate the benefits of introducing youngsters to cheese at such a young age, questions will no doubt be raised over the suitability of Edam as an ambassador for the cheese world.
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