Pivoting to Asda (and beyond)

I'm starting this post at a bus stop in Summertown, Oxford. NGO X was HQ'd here many years ago, and when I started working there, fulfilling two ambitions simultaneously (1. working for NGO X and 2. getting a job that had been advertised in print in the Guardian), my world tilted on its axis a little. 

It was after the genocide in Rwanda but before the Asian tsunami. Before (just before) 9/11. Phones were still bricks, there were hardly any blogs. And I used to get my lunch almost every day from a Lebanese deli called LB's. Sometimes falafel. Sometimes a vegetarian lunch box. But my absolute favourite was a wrap with ijja ("little clouds"- a kind of fluffy omelette made with cauliflower and parsley), shredded cabbage and tahini sauce. I loved it so much. 

Today, for my lunch, I sat outside LB's and had a coffee and an ijja wrap. It tasted just as I remembered and I loved it just as much. As Chrissie Hynde once said, some things change, some stay the same. 

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After I wrote that opener, in a notebook, in pencil, I bought four Punjabi samosas from a young woman at a stall (Summertown has a street market on Sundays these days) and got on the bus. I was heading to Kennington for an Easter gathering with M's offspring and their families. Before I got there, at the next bus stop in fact, I ate one of the samosas. After I got there, I ate one of the others. Man alive, I love samosas. *That* love affair started in Cambridge, at a bakery called Nadia's on Trinity St, where I bought my lunch most days. It was either a warm, fat vegetable samosa, or a poppy seed roll with houmous and salad, to which I would add most of a packet of prawn cocktail crisps. Both excellent nourishment for my deep thoughts about the human condition. 

I've been buying samosas for over 30 years now. Ijja wraps, over 20. I hope I will be buying them both for decades to come, given that I'm unlikely to develop the skills to make either. But it's literally only in the last couple of months that I've started noticing how much they cost. And these are not fancy food items. You're paying for some basic vegetarian ingredients, the fuel to cook them, someone's time, and a bit on top. But suddenly, it's "how much? for a samosa?". 

I am not claiming poverty, not remotely. I am still, for now, someone who puts tins *into* the food bank collection box (sardines, usually, obvs). We live on a part time income (mine) plus a very part time income supplemented by the state pension (M), which isn't a huge amount, but still more than a lot of people, and we have secure housing and an extremely energy efficient house (one of my neighbours recently said to me, in a reversal of the trope, something along the lines of "if you hate it so much here, why don't you go and live somewhere else?" to which I said well, I don't hate my *house*, and that's where I actually *live*). Until recently, there was a bit of money left in our joint account at the end of the average month, which I salted away to pay for holidays. I did a weekly Abel & Cole order, the occasional Ocado, Co-op top ups and still managed to support various charities as well as buy foodbank tins, keep up a respectable (if low-end) wine habit, and feed a voracious half-wild cat. I honestly thought I'd cracked it. 

So this -- the cost of living crisis, as we seem to be calling it -- is a proper shock to the system. A perfect storm. All of the things hitting at once, so hard and so fast that even those of us with multiple buffers are reeling. 

You could, at this juncture, point out that I live in an intentional community, and don't we explicitly share resources? Doesn't that save money as well as increase the sustainability of your lifestyle? Well, yeah, in theory, kinda, potentially, in a way. But only if you are willing (or even able) to accept certain constraints. "Cutting edge" was one of the phrases that attracted me to Ecoville over 11 years ago. Oooh, I like the sound of that, I thought, because I am always thinking. And lots of things *did* feel pretty 'out there' initially. The ideas were good, their implementations not quite there maybe, but we evolve, right? We continuously improve. We iterate. We adapt. 

But actually, my experience has been more that we stick with things that were close to cutting edge in 2011. And now we live in 2022. It's not the same world, but we largely act like it is. There are mutterings, there are conversations, there are tentative forays, but (in my view) we are stuck on two fronts. Firstly, all systems have inertia. It's harder to change things than to do the same thing, until there is a tipping point, and many of the Ecoville incumbents are pretty comfortable, and not for tipping.

Secondly, there are some things that are held sacred, inviolable, although we are not supposed to be a cult and indeed they are not written down anywhere. You might not even know about them till you innocently ask a question some time in year 3. These are qualities of the system that are somewhat mystical, which I do not understand and which no one has ever been able to explain to me. Despite being almost the first full time resident of this community based in the county of my birth, I remain a stranger in a strange land. 

What this means for me in practice is that I can't really do my food shopping in our little store, because a) a lot of it is not stuff I want to eat/use, b) I have been firmly informed that this will not be changing, and c) the combination of these things means I experience extreme dissonance, almost physically, when I think about it for too long. So, in short, I mostly don't. And mostly don't buy stuff there. (I make exceptions -- eg local eggs and salad leaves -- because with those things, the equation in my head works). 

I've had enough feedback to know how annoying this logic is for a lot of people. And of course, if I had no choice, I would be grateful for the convenient food supplies. But I resent having my options constrained in ways that do not make sense to me. 

By way of comparison, one of my colleagues, M, was furloughed during the first lockdown in early 2020, and spent his days volunteering for an organisation distributing government food parcels to households who had to shield because they contained people who were clinically extremely vulnerable, and in time, to households that just could not access or afford food. He did this for weeks -- sat in the back of a black cab with bags of food and delivered them to homes in one of the most deprived boroughs of London. Often, he was the only person they'd seen for days. There was one household he visited which had children in it, and it was the same little boy who opened the door. One day he looked in the bag and said 'can we have white bread next time?'. Thing is, the government knows best, and the government says only brown bread can go in emergency food parcels. Those of us who can go out, we get to choose our bread. 

So broadly, overwhelmingly, I shop elsewhere. And because of my fact-spongy sort of brain, I hold a lot of information which helps me decide where and how to do that. I'm nowhere near at Jack Monroe's level on this, but then my motivations are different. She's a national treasure, I'm just a stubborn foodie geek. 

Enter Asda, as Metallica didn't quite say. I'd only previously Asda'd with my late aunt, when I was little and went to stay with her. She had two boys who were even littler than me. I loved going to Asda with her to do the Big Shop. One of her boys would be in the trolley and the other wandering around getting lost and I would be holding the 1980s Sinclair calculator and adding everything up. It was basically sums, to me, and I loved sums. We didn't do a Big Shop in my family, because my mum went out shopping every day on her bike (occasionally I went out in her place if it was the school holidays and she'd been on a night shift), and my dad went out in the car with me on Saturdays. I know the same sums were happening, but not in such an obvious way. I definitely knew that you never, ever bought anything that wasn't on the list (my dad: it just says salami, do you reckon we can get away with Hungarian?). We didn't go to Asda, or any kind of superstore, because there wasn't one locally, but (because I knew basically nothing) I envied the people who did. 

When I started going out with my Significant Ex, his mum asked us to "go to Sainsbury's" because there was "nothing in". This was categorically not true, there was a whole walk in pantry full of stuff that I quite rapidly took on the job of organising, because that's the kind of job I like. But we went, of course. There was no list. What are we getting? I said. What do you want to get? he replied. This was literally my first experience of shopping like this -- I would say I hadn't been very "on it" as a student, but I only ever bought the same things: bread, eggs, Cup a Soup, cheese, mayonnaise, tuna, Encona, sweetcorn, pasta, tinned tomatoes, Batchelor's Savoury Rice, Super Noodles, gherkins. You can do a lot with that stuff, believe, but this was like walking through the doors of perception. Wholegrain mustard!! Anchovy paste!! Fresh basil!! Parmesan in a lump!! Artichoke hearts!! Avocados!! Lemon juice from a lemon!! 

And very fast, sooo fast, I got used to that. I have a sense of frugality for many things: if I can't afford it, I don't buy it. If I really want it, I save up for it. I have had an overdraft, but I have never had a credit card. But a) I acknowledge the psychological as well as generational privilege this represents, and b) I've never really, in my adult life, had to apply that to my food shop. In my 20s, it was Tesco on foot / Sainsbury by car plus local shops on Cowley Road (for the samosas, the kosher pickles, the instant ramen and the Polish bread), my 30s much the same plus Abel & Cole veg boxes and the occasional Ocado delivery. My 40s were entirely different, as I tried, but ultimately largely failed, to reinvent myself as a locavore. I came close, but we fucked it, lads. 

So here I am in my early 50s, feeling the financial pinch with the rest of the medians. What's a highly numerate girl with catholic tastes but strong views to do? 

If you're in this position too, here are my top tips: 

• Absolutely follow Jack Monroe: her advice is impeccable and her recipes are inspiring. My favourite book of hers is Tin Can Cook: this is absolutely my style of cooking but taken up several notches. I hope one day to interest her in my Tuna Noodle Pickled Vegetable signature dish. 
• If you a) eat meat, b) have a reasonable size freezer c) live in the British rurals and d) can pull a bit of cash together, buy a whole lamb, or (as we did) half a lamb. You get a LOT of meat for your money, and you know exactly where it's come from. 
• Make a list, and take it to Asda. In person, at least the first time, because there are things you will see in the store that you would not notice online. For me, here are some of those things: 
• Fresh squeezed not from concentrate juice -- unbeatable £ for this, like half the price of the nearest NFC alternative and those vitamins guys!! 
• Their quick frozen scratch cooking veg: chopped and ready to use for an amazing price (my favourite is what they call soup base I think but I would call mirepoix - carrot, celery, onion) -- get it on, bang a gong, get it on. 
• Relatedly, dried soup pulses mix -- get your soup base melting away in EVOO, add your stock and your mixed pulses, little splash of red wine, little squirt of tomato puree, you're living a pretty good life. 
• Re: the EVOO: watch for offers, watch like a hawk. Likewise the wine. 
• Invest in stuff like capers, olives, anchovies, which are all cheaper in Asda than many other places. 
• Things you might want to source elsewhere, especially if you have local Asian / Turkish / Polish / Kosher shops
• Cheese -- especially white salad cheese which is so useful (I can find ways to eat it for breakfast, dinner and tea), halloumi etc 
• Pickles and fermented stuff generally: big jars for small money. 
• Mangos, drumsticks, okra, melons -- never are they good in the supermarkets
• Rice, noodles, herbs, spices -- only a fool buys coriander from a supermarket if there's a local Asian grocery. 
• My final Asda-adjacent tip is: PLAN. If I write out the meals we might eat for the next week, even if we don't eat them, exactly, we will source stuff more efficiently and cost-effectively than if I send myself out for something at the last minute. Relatedly, assess your INVENTORY -- what's sitting around waiting for use? Is there a cupboard you have not delved into the back of recently? (There probably is -- I obsessively over-stock certain things, especially those which are haram here in Ecoville, which is not necessarily the best use of my limited storage).
• No, not my final! Make a trip of it! Have a lunch in the cafe, buy some stuff from B&Q or whatever. However you can make it ok, do that. 

I reckon a big old reining in can be done. Enough of us have belt-tightening space, and the government just deposed our spaffer in chief, who felt it was ok, right here right now, for someone else to spend six figures on a very temporary play space for one, max two, of his many offspring. We could regroup, somewhat collectively, having de-spaffed. We could seek a little common cause, some of us, maybe. Find a way to think about a future that would work for (I both love and hate to say it) the many, not just the few. We're already seeing mould, misery, malnutrition and DIY dentistry in this actual country which is supposed still to be actually wealthy. Is this... fine? Are we going to let people freeze to death? We already let people drown in the Channel and burn to death trying to keep warm in tents, so maybe we'll find that's tolerable too. 

It might be a policy decision to keep most of us scrambling to find the means to keep warm (or, hey, cool) *and* put food on the table, if we have a table. I really think it might be. And one of the things I find hardest about it is that it's working, in the sense that it takes a lot of time and energy, that we might otherwise use to think about alternative ways to use the same resources. 

For example. If I ran the country and had an 80 seat majority (big if, I do understand), I would proceed along something like the following lines. 

• Baseline it. How good, on the whole, would you say your life is, British person? Big old survey. Hopes, dreams, mental health, all of it. Representative selection, with some more in-depth focus groups maybe. Get some indicators together. BIG COHORT. 
• Everyone who owns more than one house, or indeed any property that isn't occupied for at least nine months of the year and could be a permanent residence, has to choose one. The other/s get Compulsorily Purchased by my government. At market rate, but non-negotiable. 
• We use those properties to house everyone currently in temporary accommodation - refugees and asylum seekers, care leavers, families in B&Bs. The family size homes go to families, the bigger and smaller ones go to single people or groups from similar backgrounds. 
• There is a quid pro quo here: in order to access this (now social) housing we ask them to sign up for three years to participate in a Grand Plan. This involves all adults doing some mix of the following: 
• Training (provided) as an eco-refitter of existing housing stock. Practising on the housing they are currently occupying then moving on to a government programme to reach all homes
• Training as a care worker, specialising in personal care for people coming out of hospital
• Agricultural labour 
• For those with caring responsibilities, setting up kitchens in community centres / church halls and either working in the creche or cooking evening meals for the local community to come and eat or take away. Childcare and food hygiene training will be available too. 
• Some benefits that I could imagine accruing from this:
• Sort out the housing crisis 
• Repopulate holiday home desert communities with economically productive families
• Make a dent in the energy crisis 
• Fill gaps in the labour market with a guaranteed supply of skilled workers
• Sort out the social care crisis and the hospital bed blocking crisis
• Address the nutritional gap for people who can't afford or don't have the facilities to cook decent food at home, and redirect surpluses and gluts in a direction where they can be used. 
• Everyone gets paid the living wage, and everyone pays rent out of that. After the three years, people can decide to sign on for longer or move on (if they are refugees / asylum seekers, they get indefinite leave to remain as a thank you for their contribution). 
• After the first three years we re-run the baseline - do we feel like we're a better country? Are we happier? Do we like ourselves and our lives a little better? 
• I'm going to take a punt on yes, and run again on that ticket. Going to expand the scheme. Anyone who wants a three year go at socialism is welcome. 

This isn't the only option, of course. And it's not perfect (I just thought of it all on my own, with my own set of privileges and prejudices and resentments. I personally like the clarity of a deal: if you do X then you get Y, but YMMV). My bigger point is that we should all be thinking bigger. It's the thinking smaller, the pulling the ladder up, the building the walls, than pains me the most. These are not the times for that.  

joella