YUMMY The story behind an exciting

Introducing Yummy The team behind Lincolnshire Pride is now delivering fresh local food from Lincolnshire right to your doorstep!

Words: Rob Davis.

THE WORD ‘COMPROMISE’ IS PRETTY ROTTEN. It suggests that we can’t have what we want; we shouldn’t have what we want. For instance, supermarkets can deliver food to your door. Which is convenient, certainly… but that food doesn’t have local provenance.

Alternatively, you could visit the butcher, then the baker, followed by the greengrocer and perhaps the fishmonger, too… but that’s time-consuming. And so you’re forced to make a compromise, a concession to either quality or convenience.

The people behind Yummy, a new quality food delivery service in Lincolnshire, don’t like having to compromise, and they don’t believe you should have to, either. We know that for certain because, well, Yummy is the sister company to Lincolnshire Pride magazine, and we’ve worked hard to launch the service so you can enjoy having fresh local food - from the local shops and independent food producers that you’re already familiar with - brought right to your door.

What is Yummy? “It’s a service that allows households, currently those in South Lincolnshire, to order locally sourced food online and have that order delivered right to your doorstep,” says Julian Wilkinson, the creator of Yummy and Publisher of Pride Magazines. “We’ve teamed up with Yummy ‘preferred partners,’ from butchers to bakers to local greengrocers to fishmongers to producers of local free range eggs, local honey, cheese and lots of other great suppliers too.”

How does Yummy work? “As a Yummy customer, you’ll visit our website online at www.yummy.co.uk and fill your online shopping basket with your choice of highquality, locally-produced food.”

“You’ll then specify a day for delivery. On the afternoon the day before, our team of Yummy delivery drivers visit each of our partners and pick up your items and those items ordered by other customers too. Back at Yummy HQ, they pack your order carefully into your Yummy box, with insulated polystyrene boxes and ice packs to ensure your meat and fish remains separate and stays fresh.” “Your order is loaded into one of our refrigerated vans to ensure it’s kept chilled overnight. Bright and early the following morning, we’ll drop off your order, leaving it on your doorstep.”

What are the advantages? “Where do we start? You’ll enjoy high quality food, locally sourced where possible (alas, we’ve not managed to find a Lincolnshire banana grower) such as meat from local butchers; vegetables that were still in the fields of Lincolnshire less than 24-hours ago; plus artisan bread and items like Lincolnshire cheese.”

“We’ll also save you a trip to the supermarket, or separate trips to each individual food producer. What’s more, if you recycle your Yummy packaging, we’ll even credit you £5 on your next Yummy order, which is the equivalent of providing customers with free delivery.”

Why did you launch Yummy? “We’ve long championed local food producers in Lincolnshire Pride. As we were all witnessing the Covid-19 crisis unfolding, we noted that people were increasingly nervous to visit supermarket but really enjoyed re-visiting their local butcher or baker.”

“Back in May, I wrote the Editor’s Welcome for the digital editions of Pride Magazines. I spoke about the need to remain optimistic through

Covid, about the importance of supporting local businesses and the need to ensure that Lincolnshire retains its uniqueness.”

“I felt that I needed to do something else to support local businesses and to help consumers and farming communities. That was the idea behind Yummy - to provide quality food in a convenient way.”

So you’re aiming to replace the supermarket? “Supermarkets were experiencing a greater demand than they could match for their home delivery services.”

“‘If only,’ we thought ‘we could combine the ability to choose great food but without compromising the convenience of a supermarket delivery service,’ and that’s just what Yummy aims to do.” “Supermarkets are good at what they do. Their business is predicated on curating and maintaining really good supply chains; really efficient logistics networks. The compromise is that to fulfil that efficient supply chain, supermarkets have to acquiesce to the rapid and industrial production of food – from bread that’s produced in just a couple of hours to meat that isn’t hung to develop flavour, like butchers’ meat should be.”

“Yummy provides the opportunity to reduce your reliance on the supermarkets and support local independent food retailers and producers; it gives you more choice when it comes to your weekly food.” Where is Yummy available? Calling all “We’re currently in the Food Producers South of Lincolnshire and

If you’re a local food producer and believe your products would appeal to our customers, do please get in touch via info@yummy.co.uk. We’d love to hear from you!

Above: Yummy Manager Jez Elmer was joined recently by Harry Parkhill of BBC Lincolnshire to discuss Yummy on radio.

Left: A couple of our Yummy Preferred Partners. Top we see Gerald and Will Fletcher of East Lincs Seafood, and left is some of the team at Carl Dunham Butchers.

cover Boston, Spalding, Sleaford, Grantham, Woodhall Spa, Bourne, Skegness, Spilsby, Long Sutton and all of the many surrounding villages in between. Our aim is to bring Yummy to the rest of Lincolnshire over the coming months and eventually to roll it out across the whole of the UK.”

What feedback have you had? “The feedback from our customers has been incredible. We were determined to make sure the products and the service that were right from the outset, because the aim of Yummy is that our customers will use the service time and again. Our first customers were delighted both with the service they received and the quality of the produce itself. We’ve included some of the feedback we’ve received opposite!”

Sounds great… what next? “Visit www.yummy.co.uk and have a look at the products we stock!” n

Happy Customers enjoying YUMMY FOOD

“We got our first yummy box today and we are so pleased! Thank you so much. It’s great to be able to support local businesses!” Alexandra Daisy “I received my order yesterday and I’m really happy with it. Will definitely order again soon.” Pippa Dore “Thanks Yummy! Been looking forward to this fantastic delivery service. Brilliant idea and all very professional.” Tony Swiss “I would always prefer to support local independent businesses and this is making it possible to do this while I still want to stay away from the shops and town centre. Off to a flying start, well done to all the team at Yummy!” Janine Lockyer “Looking forward to seeing your lovely green van again - I’ve already booked our next delivery - keep up the outstanding work.” Kylie Collier “Received our order today. Just brilliant, meat, fruit and veg so fresh. And love the idea of recycling the boxes. Fantastic!” Helen English “We received our delivery this morning, fantastic service. Recycling the packaging is a brilliant idea and the quality of the produce is perfect too. It’s great way to support local businesses.” Sally Norman “First delivery this morning. Arrived in good time. The quality is excellent. Will be recommending to everyone.” Anne E. Goulbourne-Rennie

“Early delivery of lovely fresh produce thank you!” Glynis Bruerton “Just had a delivery - In a box in a cool box, all looks very good quality and all looks Yummy!” Maureen Cheshire

n You can see more feedback by ‘liking’ Yummy on Facebook where you’ll also be kept up to date with special offers and the latest news.

In the KITCHEN

Make a mess in the kitchen this month, with this cherry twist on a traditional Eton Mess pudding...

ROAST CHERRY & CHOCOLATE MESS

400g cherries, halved and then pitted • 3 fresh bay leaves • 2 tbsp white caster sugar, plus 1 tsp for the cream 2 tbsp pomegranate juice • 250ml whipping cream • 50g dark chocolate (70% cocoa), finely chopped ¼ tsp vanilla bean paste (optional)• 4 meringue nests (or 12 mini meringue shells), very roughly broken

Preheat the oven to 220˚C, gas mark 7. Put the cherries in a medium roasting tin and toss with the bay leaves, two tbsp sugar and the pomegranate juice. Roast for 5-7 minutes to get the juices going and bubbling at the edges (don’t cook the cherries through). Set aside until just warm. Meanwhile, put 4 tbsp cream and 2 tbsp water in a small saucepan and bring to a simmer. Put the chopped chocolate in a small bowl, pour the hot cream over it, and stir until smooth. Spoon 1 tbsp into the bottom of 4 small tumblers. Put the remaining cream, 1 tsp sugar and the vanilla, if using, into a large bowl. Whip to very soft peaks. Add a generous dollop to each glass, then a few chunks of the meringue, some cherries and juice. Repeat, finishing each with a final small dollop of cream and a drizzle of chocolate sauce.Serve straight away, with any extra chocolate sauce on the side.