The digital age has brought about a significant change in the way sports marketing operates. Sports brands, events, and athletes have had to adapt to the new digital landscape to reach their audiences effectively. The challenges and opportunities of sports marketing in the digital age are many and varied, and the following article will explore them in detail.
Cheltenham Racing Festival
One example of the challenges and opportunities of sports marketing in the digital age is the Cheltenham Racing Festival. This annual event, held at Cheltenham Racecourse in Gloucestershire, England, is one of the most significant events in the horse racing calendar. The festival takes place over four days, with the Cheltenham racing dates set for March 14-17. The festival attracts a wide audience, including horse racing enthusiasts, punters and causal observers.
One of the biggest challenges facing sports marketers at the Cheltenham Racing Festival is the sheer scale of the event. With tens of thousands of people in attendance and millions more watching online and on TV, it can be difficult to stand out from the crowd and make an impact. However, with careful planning and a strategic approach, there are many opportunities to engage with fans and create memorable experiences.
Social Media
One way that sports marketers can take advantage of the digital age is by leveraging social media to connect with fans before, during, and after the event. Platforms like Facebook, Twitter, and Instagram provide a powerful way to build buzz, share news and updates, and engage with fans in real time. By creating compelling content and leveraging influencer partnerships, sports marketers can generate excitement and drive engagement in the run-up to the event.
During the event itself, sports marketers can use a variety of tactics to create memorable experiences for fans. For example, offering free merchandise, exclusive access, or VIP experiences can help to build loyalty and create positive associations with brands. Live streaming and social media activations can also be effective in engaging fans who are unable to attend in person.
Tradition and Innovation
Another challenge facing sports marketers at the Cheltenham Racing Festival is the need to balance tradition and innovation. While horse racing has a rich history and culture, sports marketers must also embrace new technologies and trends to stay relevant and engaging. For example, using augmented reality or virtual reality experiences can help to bring the excitement of the races to live in new and innovative ways.
Finally, sports marketers must also be mindful of the importance of data and analytics in the digital age. By tracking engagement metrics, analysing audience behaviour, and monitoring sentiment, sports marketers can gain valuable insights into what is working and what is not. This can help to inform future campaigns and improve the overall effectiveness of sports marketing efforts.
Bottom Line
Sports marketing in digital age presents both challenges and opportunities for marketers looking to promote their brands and products at events like the Cheltenham Racing Festival. By leveraging social media, creating memorable experiences, embracing innovation, and using data and analytics, sports marketers can engage with fans in new and exciting ways and drive long-term brand loyalty. As the digital landscape continues to evolve, the key to success will be staying flexible, adaptable, and always willing to try new things.
Meat-lovers (and even secret carnivores) are sure of sublime old-school classics & service at this perfect bistropub which is hosting a series of special guest chefs
With the weather still stubbornly wintry, and mojo levels decidedly lacking, the perfect roast is exactly what the doctor ordered. But where to find this mythical beast?
I had heard amazing things about The Oarsman, right in the heart of Marlow (the foodies’ favourite, with its pick of delicious delicatessens and boui bistros) and was delighted to find myself here last Sunday, with a leisurely lunchtime at my disposal as well as a similarly food-obsessed pal.
The indulgent interior of this gastro gem does not disappoint, with its arse-friendly banquettes and copper details glowing with promise at the pass. Last month saw the launch of The Oarsman’s special guest chef series creating one-off collaborative menus with head chef Scott Smith.
I had left my (mostly) vegetarian household far behind me for the day to indulge in some hearty doses of fresh meat… and it more than lived up to the hype. One of Scott’s classics (which apparently won the hearts and minds of the pub’s gaffers Nigel Sutcliffe and James McLean, and has stayed on the menu ever since) is bacon & trotters which we just had to try. This savoury joy more than delivers on its promise, as did the simply stunning classic fish soup with rouille and lacy cheesy croutons. After a refreshing marmalade martini, the main event, the holy grail of the perfect roast was then delivered not once but twice.
The perfectly pink entrecote of beef was matched by a towering Yorkshire pud and layered fondant tatties and spiced carrot that sang with the rich meaty gravy. Gina was genial enough to go swapsies halfway through, and it was a toss-up as to whether the porchetta, wrapped in the crispiest crackling of your foodiest dreams and cabbage (with a ladylike wodge of that dreamy potato again) was even better.
The staff seem rightly proud of everything served here and it was their warm praise of Scott’s Ecclefechan tart (a festive, fruity Scottish fave) with an impossibly gleamy and creamy artisan cheese that persuaded us to take a swerve from our usual chocolate choice that served us well.
I had to have a lie down after our feast – I haven’t felt that indulged since my post Christmas game-induced meat sweats. Hearty, old-school and satisfying, the Oarsman deserves a whole afternoon and a designated driver to do its offering the full justice.
The next star chefs to take the pass in the series are Simon Bonwick, Ben Tish and Daniel Smith. To book, call 01628 617755 or visit theoarsman.co.uk to find out more and check out the menu.
Local business hero & dad Peter Mols, named the nationwide Networker of the Year and champion of small businesses, answers some questions to help locals in his community
Q. Hi Mastermind9, I’m struggling to generate new leads for my business. Don’t get me wrong, I’m not out of business and I have some very loyal customers. But with the current rate of inflation, and cost of living, my current clients can’t sustain me. And if things carry on this way, I might have no choice but to completely shut down, or find paid employment to subsidise my income.
I’m working hard; I’m active on social media, I have a newsletter and I’m attending networking events, but I haven’t had a single new client in the last 3 months. My pipeline is dry, and I don’t know what to do. Have you got any advice? Sincerely, AE.
A: Hi AE,
Lack of leads is a really common problem affecting most small business owners. You have to keep feeding the pipeline, and you have to find ways to do this constantly. We think one of the biggest mistakes entrepreneurs make is to have only a couple of ways to generate leads. That’s just not enough.
“You have to keep feeding the pipeline”
We would take a closer look at your social media, how often you’re posting, what’s the quality of your content. Are you adding real value to your audience? The same goes for your newsletter. What quality are you offering your readers, and how relevant is your content to them? Are you collecting feedback? These are a few questions you need to ask yourself.
And secondly, if you want to keep your pipeline running, don’t just rely on organic social media posts. Success in 2023 will come down to proactivity.
We’d consider the following:
• Get really clear on your customer avatar (here’s how) • Creating a top 30 (a list of the 30 companies you’d like to work with) • Getting a Google business profile and working hard to get lots of testimonials. • Sending prospects in the post • Creating downloadable content that speaks to your avatars pains or desires • Create blog posts with Calls to Action • Asking for referrals from your best customers • Advertising in places that your avatar hangs out (ahem… such as Round & About) • Attending trade shows or business expos. • Doing more networking
We’re sure that by mixing up the different approaches to lead generation, you’re bound to start attracting some new customers.
We hope that this answers your question and gives you some new ideas or inspiration. Onwards and upwards my friend!
Mastermind9 provides mastermind groups for business owners who want to grow. We bring together groups of diverse and skilled business owners under Non disclosure agreement to create powerful trusting and supportive communities. Visit www.Mastermind9.com
Bruce Dessau chats to comedian Angela Barnes ahead of her tour which takes in Oxford’s North Wall Arts Centre on 3rd March, Chipping Norton Theatre on 22nd April, Bracknell’s South Hill Park Arts Centre on 27th April, Winchester’s The Arc on 4th May & Aldershot’s West End Centre on 27th May
You will know Angela Barnes from Live at the Apollo, 8 Out of 10 Cats Does Countdown and as a regular panellist on Mock The Week. She is a fabulous, flame-haired comedian, never short of a snappy quip, positively bursting with stories and jokes.
In her new show, Hot Mess, Barnes reflects on marriage, ADHD (Attention Deficit Hyperactivity Disorder) and the pandemic. And that’s just the tip of the iceberg. I spoke to Barnes about all of this, plus her love of bunkers – not the golfing variety – and more.
It was originally about ADHD, but, ironically, I got distracted. The title of the show was conceived before the diagnosis. I’ve always been ditzy and forgetful, someone that people roll their eyes at all the time. So the show started off being about trying to get things right and often failing, but then so much happened it ended up being about something quite different, about friendship and loss.
Your boyfriend Matt proposed when lockdown started…
He tried to propose earlier. We’d gone on holiday to Norfolk. He ordered the ring online and they sent the wrong one. It was like a tiny child’s ring so he didn’t do it. Then my brother announced that he’d got engaged so it was like we can’t do it now, it looks like I’m just doing it because he’s done it. Then we were supposed to be going to Islay in Scotland in March 2020. So Matt thought he’ll do it there. And of course that got cancelled because of Covid. My diary just emptied and I was really miserable, so he just thought ‘I’ll do it now’.
Were you able to have a proper wedding?
We married in September 2021. It was just after the restrictions were lifted on weddings. We had our reception in a field so people felt safe. And it was great because it was the first party anyone had been to for a year and a half so the atmosphere was brilliant. Everyone was ready for a party. That’s my wedding tip – have a wedding at the end of a global pandemic. People are really up for it.
Lots of comedians have ADHD – Aisling Bea, Shaparak Khorsandi, Simon Brodkin, you. It can’t be a coincidence can it?
I think there’s a reason we get drawn into this life. We’re constantly looking for that dopamine hit. What better way than stand in front of a room of strangers? It’s not normal to drive to Cardiff for no money to do ten minutes then drive back. Also, I think we’re quite socially awkward. I’ve never been good in social situations with people I don’t know. I’m more comfortable onstage in front of a crowd in the dark. I’m more surprised by stand ups that don’t have ADHD. Why are they doing it?
Mock The Week has ended after 17 years. How was it for you?
I did 38 episodes, the most for any woman and seventh on the list overall. I did my first one in 2014 and thought ‘what am I doing here?’ but by the end I felt I belonged. I owe a lot to it. If it wasn’t for Mock The Week I wouldn’t be doing a tour of this size. It’s nice to not have to write jokes about the news for a bit though. I looked at my notes from my first episode recently and the top story then was that David Cameron had gone on holiday to Cornwall and couldn’t get phone reception. It was a glorious time by comparison.
Was it a good showcase for female acts?
It took a while to realise that ‘woman’ wasn’t a genre of comedy. I think they were worried that women were doing the same subject matter. But my material is more similar to male observational comics than it is to, say, Sara Pascoe. Once they got their head around that I think it changed the show. And once they started having more than one woman on you could tell the difference in energy. I think it started as comedy as combat, having to get your elbows out and get in and became an ensemble piece.
You started stand-up after training as a nurse and working in social care?
I was in my early 30s, I think you realise that comedy doesn’t really matter that much when you’ve come from doing a job where people’s lives matter. During the pandemic we found out who was essential and comedians weren’t essential. Nurses and doctors were. So we’re sort of a luxury item.
But comedy can be good for people’s mental health?
Sometimes people write to you after shows and say ‘I’ve just been through this terrible thing and I was able to forget about it for an hour’. It does have the power to do that. But I think we can take ourselves too seriously. I think we’re entertainers primarily, we’re the court jesters poking fun.
How do you relax? I heard your hobby is visiting nuclear bunkers
I had my hen do in a nuclear bunker in Dundee. I’m fascinated by them. I visit them when I can. If I had my way, every episode of our We Are History podcast (which Barnes co-hosts with comedy writer John O’Farrell) would be about the Cold War, but we try to cover other periods as well.
At the start of the pandemic I bought a sewing machine, boxing gloves and roller boots and went a bit mad. But I do like sewing and learnt how to crochet.
Your tour stretchers from Glasgow to Penzance – do you like life on the road?
I love it. There’s just something about live comedy. People have bought a ticket to see you and that’s a really nice feeling. I’m always amazed as well that people come. I’m just like, why are they here? I’m glad you have but why?
You were the first person to win five consecutive episodes on Richard Osman’s House of Games. Are you competitive?
I am with certain things. Weirdly not in my career particularly, but I definitely am with board games. My family won’t even play with me now. I don’t like it when people don’t take it seriously.
What would you like audiences to take away from Hot Mess?
The bottom line is, it’s jokes, it’s a funny show. But it’s got a bit of heart as well.
Launchpad’s annual pancake day race raises almost £8,000 as teams batter it out for glory
A total of £7,900, and counting, has been raised at Launchpad’s annual Pancake Race which saw teams batter it out on Broad Street on Shrove Tuesday, 21st February.
A team from creative agency TMW saw off all competition and took home the coveted frying pan trophy. Now in its 26th year, the race was sponsored by Reading based technology solutions company, TIEVA and Reading Town Centre BID (part of REDA, Reading’s Economy & Destination Agency). All the money raised will help fund Launchpad’s vital services for people who are homeless, or at risk of losing their home.
Teams of four from businesses across Reading raced in fancy dress after a lively warm up at Broad Street Mall – led by fitness instructor, Maggie Watkins. Teams then paraded to Broad Street where they flipped pancakes as they relay raced through knock-out races, semi-finals, and a gripping final, all compered by Gavin Harris from B Radio in front of an egg-static crowd of spectators, including the Mayor of Reading, Rachel Eden.
The final was a hotly contested race with teams from planning and development consultancy, Lichfields, creative agency TMW and IT company, Air IT giving their all to win top prize.
Our winners, TMW received the first prize of a Cocktail Masterclass for four at The Roseate, and runners up, Air IT were given vouchers to spend at Shed cafe. Vouchers for Blue Collar Corner Bar and Street Food were awarded to Lichfields for third place. The team from Aldermore raised over £400 and won a Revolución de Cuba voucher for the highest fundraising total.
Davis Tate – who raced as characters from Charlie and the Chocolate Factory – won best fancy dress and received cocktails for four at High Spirits. Metro Bank won the award for best team spirit, with a prize of cocktails for four at Novotel.
Kirsti Wilson, Head of Fundraising and Marketing, said: “It’s so wonderful that the pancake race has been embraced by the local business community – 36 teams signed up this year and we had more on a waiting list! The costumes were as incredible as ever, with Peaky Blinders rubbing shoulders with Oompa-Loompas and astronauts. We’re also grateful to the hundreds of people that cheered on the runners – the race just wouldn’t be the same without them. Our joyful and silly event has a very serious purpose – to raise essential funds and awareness that we are here for anyone that has become homeless, or is threatened by homelessness, regardless of their personal circumstances. In these challenging times this is a vital message.”
For more information about Launchpad and to donate, visitHome – Launchpad.
The Cher Show at Oxford’s New Theatre until this Saturday (25th February) is sure to make you feel shiny & new
Do you believe In life after love..? Well The Cher Show has the power to mend any broken or glum heart. It might even top you up with the kind of badass girl power that had us taking our sequinned 40-something selves off to Sandy’s Piano Bar to take to the mic after the show…
However much you know or don’t know about the life story of the “Goddess of Pop” Cher (born as Cherilyn Sarkisian in 1946 California) this show is a full-tilt, eye-opening inspiration.
Directed by Arlene Philips and with joyful choreography by Oti Mabuse, you can’t fail to be moved by the vibrant performances, with a show jam-packed with 35 of Cher’s biggest hits, including If I Could Turn Back Time, I Got You Babe and The Shoop Shoop Song.
The holy trinity of Millie O’Connell, Debbie Kurup & Ingrid Olivia (replacing Danielle Steers) gave dazzling performances in their turns as Cher at different stages of her long, legendary & continuing career. This is no mean feat, not least because of the sheer vocal power it takes to do this diva’s hits justice, but also to speak in Cher’s trademark low, growly southern voice throughout the show following the twists and turns of this grafter’s life. The effort this must have on those vocal cords was rewarded with standing ovations, whoops of joy and, I’m sure, many a sparkly outfit shopping spree after the show (it can’t just be me, can it?).
I can’t think of any other show that would leave you with such levels of joy, wandering out into a nippy February evening, so book your tickets now! And see you at the piano bar!
Cathie Welch from Cathie’s Gardening School looks at how we can grow and maintain happy plants in our ever changing climates
Last time I sat to write this article I wrote about not giving up the challenge of growing vegetables. Following on from the blistering summer heat we then had Permafrost followed by rain and flooding. This is a challenge for everyone but particular growers, farmers and gardeners. Although I am at a loss as to what to do I am also in a position to find it quite interesting from a horticultural point of view.
The extremes of temperature
There is a lot of information around about gardening in a changing climate but often focusses on the hot summers. There is also a plethora of advice on the plants that tolerate frost, indeed there is a scale of temperature tolerance. We can work out what plants like damp soils, dry soils, sun, shade and indeed those that grow in water. BUT… and it’s a big one! We are now looking at plants that have survived the 40 degree heat, the minus 12 followed by floods. And it’s not even that straightforward because just as we think it’s got milder and plants start to grow again more extreme events happen. It is a minefield and so many people are asking me what to do with their plants that look dead.
The plants that thrived and then died
Phormiums have been beautiful statements in my garden for years, evergreen, colourful, interesting in winter and all the year round, little maintenance, thrive in a sandy soil with little water thrived in the heat and died in the cold. Pittosporums which I have used widely in my garden and others have all defoliated. Another evergreen providing winter structure to replace the box decimated by caterpillar and blight. These are both New Zealand plants that have always been bulletproof!
The plants that thrived and survived
Now this is where it gets interesting. My Trachycarpus fortuneii (hardy palm) have thrived in the heat and not suffered too much in the extensive frosts and flooding. Another surprise is the Yucca (century plant) another tropical looking feature in the garden is laughing in the face of adversity! Roses, dogwoods, willows. Tew, fruit trees etc are looking fine too.
The plants that were damaged but will recover
I was again surprised that my Lonicera hedge took such a battering but encouraged that the same thing had happened at Wisley. I am assuming that once it starts growing in the spring I’ll be able to cut back to healthy shoots. Many evergreens were badly scorched like Choisya, Pseudopanax, Fatsia, Daphne, Euonymous, Skimmia, Hebe and so on which again I will leave until the Spring before pruning. If cut now it can stimulate early growth which can still be damaged by frost. The jury is out on the Phormiums and Cordylines which may grow back from the ground but I’ve cut off all the squishy bits because I don’t want to look at them.
Learn from this
It is important to know your plants, where they come from and what has killed them. This is new to all us experts and it’s a bit of a waiting game. Hopefully the weather will warm up soon but not too much! I’d love to hear your observations and stories.
Cathie’s Gardening School Services
I am running pruning courses throughout summer and autumn. You can join the class and we can come and prune in your garden. Please get in touch, come for a coffee and join in!
Garden designer, TV presenter & dad Adam Frost, 53, chats to Liz Nicholls about favourite flowers, family & being propositioned ahead of his UK tour.
Q. Hello Adam! How are you?
“I’m all right thank you. Even though this is the worst time of the year; I can’t wait for it to warm up and get outside!”
Q. Please could you tells us about your grandparents’ allotment?
“It was Tidy Nan who had the allotment (I’ve got Tidy Nan & Scruffy Nan, who I talk about a lot). Tidy Nan & Grandad had the allotment just along the lane from their back gate and here was one of my first experiences of growing veggies, following my grandad along, dropping the potatoes in the holes. I had a bed with my name on it in black slate, which I’ve still got. I used to grow the marrows, cabbages. We’d go up there on Saturday and have breakfast. Grandad would have his tie and jacket on and off we’d go.
“Nan would come along later when she’d done her bits and pieces in the house. I didn’t realise it at the time but looking back it was amazing times because I had quite a complicated time growing up but grandparents or gardens were my safe places. I still use it as that; I use the growing veggies as my hobby, which sounds sad from a gardener, but it’s the bit I go to when I don’t want to think about designing or creating. We’d come back teatime and Nan would boil something half to death, because that’s what they did then, bless them. We’d do the Pools on the football results and have a wonderful time. That particular Nan was probably more of a maternal figure. The smell of tomatoes… all that early scent memory is driven from their garden, their greenhouse, their allotment and there’s not a time goes by when I don’t give them a thought. Strange, innit, how we connect to those things? That generation. We miss those times with grandparents.”
Q. The academy you helped found sounds great. Why is it important to inspire a younger generation of gardeners?
“I left home at 16 and was one of those kids who was told be a gardener, be a chef or join the Army. And I was lucky enough to get a placement with the parks department. But it was just at the time of privatisation so I was very lucky to get the end of this training system. When you look back through history, the amount of gardeners who went through these apprenticeships is mind-blowing. First of all I was doing bits & pieces for the RHS/ I’d do talks and go into the schools. The academy was born out of a conversation with a boss at Homebase really – a lad called Matt Compton on a rainy afternoon when I was generally moaning about the lack of opportunity for young people in horticulture.
“Matt and I set up this academy in our head and, bless him, he went and convinced the Homebase board that it was a really good idea. Then we developed this thing over four years and ended up taking on 80-odd students in a year. Sadly it’s gone now but it was probably one of the best things I’ve done, and it’s been nice bumping into people who went through that academy. Horticulture’s strange… I’ve heard people in education say gardening is for kids who mess about and I’ve even heard people say gardening is mainly for the ‘special needs’ kids said around the table… I went mental when I heard this! It’s an industry that covers everything – the arts, the sciences, everything in between. The opportunities are far better than they were 10 years ago. We’re getting more young people look at horticulture as something positive, a great career.”
Q. Do you get accosted while out and about, like a doctor? If so, what’s the weirdest gardening query anyone has ever thrown at you?
“I’m just a lad that’s done all right. The weirdest thing has been dealing with people knowing who you are and just… well, I’ve been more or less propositioned in supermarkets in a romantic way, which is rather bizarre for a 50-something bloke that’s married with four kids. It’s charming that I get recognised but that attention is weird! Some of the things that ladies have said to me, if I’d said to a lady, they’d cause quite a lot of bother but if you’re a bloke you have to laugh! To be fair Mrs Frost thinks it’s hilarious. People are lovely and the other side of that is I do feel semi-adopted by so many people which has been incredible. I just rocked up on telly and didn’t think anybody would take any notice let alone this… That’s one of the things with the tour – I didn’t think anyone would turn up! Then they did and then we even had to extend it. It’s humbling.”
Q. It’s great watching you on TV. How’s your mental health doing, and does gardening and the great outdoor help with this?
“My mental health is in decent shape thank you, even though the winters tend to be dark, gloomy and horrible and I’m better when I’m outside, as I said at the start of this chat. One of the things I’ve noticed from the tour is that a lot of people want to know why I’ve moved.
“Well, Mrs Frost was really poorly in lockdown and she ended up in hospital for about 12 weeks and number three child Amber Lily was about 15 at the time and was self harming and that turned into a full-blown eating disorder. Then about 18 months later I was locked in a room with Covid and sat in front of a doctor and psychiatrist who said ‘you’ve got burn-out and depression’, which was a surprise as I only thought I had Covid. I’ve done quite a lot of soul-searching, talking, sorting out over the last 18 months, so I probably understand a lot more about myself now. When that happened the garden we were in felt quite overwhelming and I was losing my contact with it. And then we simplified life and moved and it was like that connection was reborn. It’s been lovely and I hadn’t realised, Mrs Frost uses the garden quite a lot in the summer as a place to go and connect, slow down. I think the surprising thing was I’ve always used the garden to fix me and when I was poorly I didn’t want to go in the garden.
“I’ve just done a load of podcasts for Gardeners’ World magazine – eight conversations with different people and that was fascinating as well. You think you know it all then you talk to experts and realise you know a bit of it but you don’t quite understand the detail they do.”
Q. What’s your favourite flower, and why?
“Wow that’s like asking me who my favourite kid is. I’ve got a favourite child but it changes… Haha, my eldest is here with me, smiling at me! I sort of haven’t got a favourite but a couple I’m drawn to… Cercidiphyllum Japonicum, the candyfloss tree that makes me smile. I have little oddities like that. Some of the hardy geraniums remind me of my Nan. A lot of the plants I tend to be drawn to are memory-driven choices.”
“A lot of the plants I tend to be drawn to are memory-driven choices.”
Q. We’re celebrating weddings this month. What was the favourite aspect of yours? And what advice would you give for planning a wedding? And a happy marriage?
“As a bloke, as a fella, propose to your wife and if she says she wants to get married quickly let her organise it in eight weeks! That’s pretty much what happened with us. She went into manic wedding mode and organised it incredibly quickly, and I said ‘yes’ a lot. I enjoyed the musical element to the day – we walked in and out to music; all sorts including one particular song by David Gray, and we have a line from that inside our wedding rings.
“I think try to do something that’s going to be a surprise to your wife, your partner. If you’re not the main organiser, add a surprise. I found a beautiful limited-edition painting called Wedding Day of a lady in a slip holding a rose and I bought that to give to Mrs Frost. I was once told by a fella in his 90s that he decided early on that he could either be right or happy… and he went for happy. I would say, 20-plus years on, do romantic things! Do little things! I annoy my missus by writing in lipstick on her mirror if I’m away for a couple of days… Which she pretends she likes but she tells the kids ‘oh he’s knackered the end of my lipstick!’ Make sure you keep the romance going. Cook a meal, do something, find some time.”
Q. Do you still love Chelsea Flower Show as much as ever?
“Yeah I love it. I’ve done it that many years that I’ve probably got slightly addicted to it. I’m probably at the stage that I need to go back and do one rather than turn up and walk around other people’s and tell the nation about them! The whole process from design to build, the people there, they have put 20+ days on site – those big gardens they have put their heart and soul into them and then on that press day morning the place gets cleaned up and transformed, everybody from horticulture turns up and it’s a celebration of the start of the gardening years. On the Sunday, Monday there’s this slow buzz. I think from this year on we’re going to be seeing more abut the connection with nature, we’ve gone from formality, how to create habitats that balance with nature. Our gardens are becoming more precious by the month really. We’re going to see a looser, more relaxed notion of what is a garden, what is a landscape? These filter down into the gardening world. Mental health, physical health. References to these as well.”
Q. What’s the best bit of gardening kit/ gadget that you couldn’t do without?
“Two bits: I’ve privileged enough to have worked in Japan, probably about 10 or 15 years ago, and I have a pair of Japanese secateurs which I adore, and then also a lovely little Dutch planting trail which is the one bit of kit that I get asked about the most. Monty [Don] has a similar one. I get slightly anxious when I can’t put my hands on them.”
Q. If you could make one wish for the world, what would it be?
“Connectivity and that we all look after it a little bit better, stop taking it for granted. We get sucked into the details of the politics of this or that but we collectively all just have to do our little bit.”
To book your tickets to hear Adam talk at a theatre near you, please visit fane.co.uk/adam-frost
• 1 large carrot, coarsely grated • ¼ white or red cabbage, finely shredded • 3 spring onions, sliced • 1 green chilli, finely chopped • 3 tbsp roughly chopped flat-leaf parsley • 2 tbsp chopped coriander • 2 tbsp pumpkin seeds, toasted • 2 tsp poppy seeds • 50g pecan nuts, toasted and roughly chopped • 2 tbsp vegan mayonnaise, crème fraîche or yogurt • Juice of half a lemon
Both the potato cakes and coleslaw can be prepared in advance, chilled and then the cakes coated and fried just before serving. Serve with chilli sauce and salad leaves or baby leaf spinach.
Cook the unpeeled potatoes in boiling salted water until just tender when tested with a knife. Drain and leave to cool slightly. In another pan, cook the lentils for about 20 minutes until tender, drain and leave to cool.
Meanwhile, tip the onion and leek into a frying pan with the olive oil and cook over a medium heat, stirring frequently, for about 10 minutes until tender and starting to brown. Add the garlic, caraway seeds and paprika and cook for another minute. Tip into a large bowl with the lentils and parsley. Coarsely grate the potatoes into the bowl, season well and, using clean hands, mix. Shape into eight patties, cover and chill for 20 minutes. They can be prepared in advance up to this point.
Combine carrot, cabbage, spring onions and chilli in a bowl and add the herbs, seeds and nuts. Half an hour before serving, add the mayo and lemon juice, season and mix.
When you are ready to cook, tip the flour onto a plate, pour the milk into a shallow bowl and spread the breadcrumbs on a tray. Dip the cakes first in flour, then milk and finally breadcrumbs. Heat the sunflower oil in a frying pan over a medium heat and fry the cakes, in batches, until crisp and golden brown on both sides and hot all the way through. Remove and keep warm while you cook the remaining potato cakes. Serve with the coleslaw and a drizzle of red or green sriracha sauce, if liked.
Mushroom broth with buckwheat soba
Prep: 5 minutes | Cooking: 60 minutes | Serves: Four
Ingredients:
Broth
• 150g oyster mushrooms, roughly torn in half • 130g shiitake mushrooms, roughly torn in half • 2 tsp sunflower oil • 10g dried shiitake mushrooms • 2 spring onions, trimmed and halved • 1 garlic clove, sliced • 3cm piece fresh ginger, peeled and sliced • 2 star anise • ½ tsp coriander seeds
Soba
• 200g buckwheat soba noodles • 6 shiitake mushrooms, trimmed and sliced • 1 tbsp soy sauce or tamari, to taste • 1 tsp mirin or rice vinegar, to taste • 3 baby pak choi, halved or quartered • Salt and freshly ground black pepper
To serve
• 2 spring onions, trimmed and finely shredded • Shichimi togarashi or toasted sesame seeds
This light broth has plenty of satisfying umami notes. Mushrooms are roasted then simmered with aromatics to create a rich stock. Prepare this broth ahead to allow for the flavours to shine through.
Method:
Preheat the oven to 160°C fan/180°C/gas mark 4.
First make the broth. Toss the torn oyster and shiitake mushrooms in the sunflower oil and season. Tip on to a large baking tray in a single layer and roast for about 30 minutes, turning halfway through until browned and starting to crisp at the edges.
Scoop the mushrooms into a large saucepan and add the rest of the broth ingredients. Add 750ml water and bring slowly to the boil. Reduce the heat to a simmer and cook over a low heat for about 30 minutes to extract all the flavour from the mushrooms and aromatics. Remove from the heat and leave to cool to room temperature or chill until ready to serve.
Cook the buckwheat noodles according to the packet instructions. Drain and divide between four bowls. While the noodles are cooking, strain the cooled broth through a sieve into a clean pan, pressing down on the mushrooms to extract as much flavour as possible. Bring the stock to a simmer, add the sliced shiitake mushrooms and cook for two or three minutes until tender. Taste the broth and add soy sauce and mirin to taste. Add the pak choi to the broth, and cook for a further minute until tender.
Ladle the broth over the buckwheat noodles, dividing the mushrooms and pak choi evenly between the bowls, and scatter with spring onions and shichimi togarashi or sesame seeds to serve.
Celebrant-led wedding ceremonies are a growing trend. Make yours as unique as you with Colette Ashby who officiates at ceremonies in Surrey, Hampshire, Berkshire, Oxfordshire, Wiltshire & Buckinghamshire
Your wedding ceremony is the heart of your day, not just the boring bit to get out of the way before the party!
More and more couples are looking for a wedding ceremony that’s less stuffy and formal, more personalised and fun. A celebrant-led wedding ceremony is the ideal solution, giving you the freedom to have your wedding, your way.
One of the great things about a celebrant is they work closely with you to tailor every aspect of the ceremony, so your celebrant will tell your story… your way. Whether traditional, quirky, fun, informal, romantic, lavish or beautifully simple, it’s your wedding and you have the complete freedom to choose the ceremony that’s totally you.
Colette Ashby is a multi award-winning wedding celebrant who creates and performs bespoke wedding and vow renewal ceremonies for couples who want a ceremony that truly reflects them, their personalities and wishes.
In the past few years Colette has officiated ceremonies in couple’s back gardens, tipis and marquees, stately homes, amazing hotels and even a London museum. She has seen couples dance down the aisle accompanied by their doggy ring bearers, held an emotional toddler bridesmaid whilst mum and dad said their vows, watched in awe as an owl flew over the guests to present the rings to the groom, and joined in with a mass singalong partway through the ceremony.
Colette tells the story of when and how you met, the proposal, your hopes and dreams for the future, and somehow always manages to make the groom cry! Lots of laughter and happy tears are the hallmark of a celebrant-led wedding ceremony.
Colette says: “One of my absolute favourite weddings from last year was a couple who first met in 1985! His first words to her (through the window of a car in a traffic queue) were ‘I’m gonna marry you one day’. And 37 years later I had the privilege of conducting their highly emotional wedding ceremony, in front of 40 friends and family members, complete with 1980s reference throughout!”
Celebrant ceremonies are not yet legally binding (we’re working on it!), so to legalise your marriage there’s a short ‘no frills’ process which takes place in a registry office of your choosing – it costs around £50 and takes 10 minutes. Think of it like registering the birth of a baby – get the paperwork done and then you can focus on your extra-special unique wedding.
If you want a bespoke wedding ceremony with a touch of sparkle, contact Colette for an initial chat on 07774 780072, visit coletteashby.com
