We post new recipes and tips regularly each week, so keep updated and don’t forget share your food with us!



Posted by

I must admit to enjoying some satisfaction over the backlash to Nigella’s ‘avocado on toast’ feature in her new television series, Simply Nigella. The furore caused by exaggerated twists and eulogies over a recipe that is as simple as making a cup of tea.

Since 2014, the blogosphere – and foodie media – has been clogged-up with posts about the most amazing new trending snack: avocado on toast. Even McDonald’s Japan is in on the act, making avocado breakfast buns inspired by Instagram images of the green stuff on toast.

I grew up in California, where the Hass avocado was born and grew in abundance. We sliced them into crunchy salads dressed with creamy Ranch and Roquefort dressings. We added them to our BLT and club sandwiches. We made them into guacamole for taco dinners – and we mashed them on toast. Yes! We mashed them on toast. We’ve done it forever – there’s no secret recipe. So how did something so prosaically routine become a modern day viral phenomenon? What is it that makes this amazing snack so amazing? It’s simple: avocado and toast. Feed it to your baby, feed it to the Queen – but don’t dress it up as something it is not. As Nigella’s gainsayers agree: this essential combination is impossible to improve. It is what it is and shouldn’t be tinkered with – see recipe above.

This latest fuss demonstrates how the over-heated gastro-market has become so sensitive to modern food trends. Every day an online battle ensues to create the buzz that might spark the next über trend. As a result we’ve clambered through stacks of burgers and brioches, various fowls on waffles, savoury sweets and sweet savouries; we’ve gloated over food combinations that shouldn’t work but somehow do; we’ve snapped super foods, sugar-free food and seen every type of food smoked; we’ve foraged food and foamed food and tried-out furilake and yuzu. The list will go on and on…

But tread cautiously through the frenzied world of culinary trend-setting – it can bite back. I’m happy that more people will know how to make this fantastic snack. But remember: it’s only avocado on toast.

Post a Comment

Sweet Corn Memories

Growing up in Southern California in the 60s, our family was fussy about its corn…

Continue reading

Comparing the Raw Taste of Four Garlic Cultivars

I’m testing garlic. Well, somebody has to do it.

Continue reading

Californian Dreamin’ 2 – Our Second Supper Club!!

Book now for Wednesday 4th October

Continue reading

The Power and Pleasure of Pesto

Does anybody know how the perfect pesto should taste? The Genovese should, it’s where the dish originates…

Continue reading

Thank You to All Our Supper Clubbers

Our first supper club was a great success.

Continue reading

Our First Supper Club!

Book Now for the 23rd August.

Continue reading

25 Go Mad in Franco Manca

A new Franco Manca restaurant has just opened in Richmond. WDC was invited, with around 20 other influencers, to the soft launch.

Continue reading

To Confit or Not to Confit

How can we say we’re ‘worth our salt’ unless we’ve submitted to the mysteries and heartaches of the confit and lived to tell the tale?

Continue reading

Notes on Quick and Easy Cooking

I’ve recently posted a series of ‘quick and easy’ 30 minute recipes which have unexpectedly made me think again about the hyped-up online food industry – and my own cooking.

Continue reading

British Pie Banquet at The Thomas Cubitt

In case you didn’t know, this week is ‘British Pie Week’ – a fact that might have inspired The Tomas Cubitt gastro-pub to celebrate by hosting a British ‘Pie Banquet’ earlier in the week.

Continue reading

Foodies100 Index of UK Food Blogs

Copyright © 2017. All rights reserved. Recipes and photos created by Mr. WDC.