Shadia Al Hili is urging a woman passing by her Altrincham Market stall to sample the food on offer.
But there’s a problem.
The woman appears more confused than interested by what’s on sale.
Shadia tries again, this time in Arabic.
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“Honestly, it’s authentic ful madamous – give it a go.”
The woman frowns. Real ful madamous doesn’t exist ready-made outside her homeland – never mind the UK. This doesn’t seem right.
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She gazes at the pot on the table, sniffs, piles up a spoonful, and raises it to her lips.
There’s a pause.
All of a sudden, she urgently beckons her husband over to the stall. They stand together tasting samples for some time, before the woman turns to Shadia, places a palm on her shoulder and looks her right in the eye.
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“Thank you for doing this,” she says.
All those endless hours in the kitchen suddenly seemed worthwhile. Shadia felt she might just be the right person to introduce ful madamous to the British market after all.
Ful madamous – a dish of cooked fava beans served with a stash of aromatic spices, olive oil, garlic and a touch of chilli heat – is not just a favourite for Middle Eastern families; it’s an essential part of their staple diet. It tastes like home.
Shadia, a mother of two and entrepreneur from Salford, is the first woman to popularise the magnificent, healthy cuisine in the western hemisphere. And it’s making a big impact.
This is how she did it…
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“We’re putting ful madamous on the map”
The fact that ful madamous has never quite made it onto British soil as a supermarket snack seems bizarre for two reasons.
Firstly, it’s one of the oldest foods in the world – having been a staple of the eastern diet for more than five thousand years.
Second, it offers pretty much everything the body and mind needs to fire on all cylinders.
Packed with healthy carbs, protein and vitamins, it’s what Shadia refers to as a “little bowl of heaven” – and Shadia is selling it for just £2.95 a pop.
Ful madamous- translated as “mashed beans” in English – is nothing short of a superfood, tasting like a thicker, fuller version of hummus although with 75% less calories.
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Among its incredible health benefits is the also the presence of levodopa – a dopamine precursor and chemical proven to fight Parkinson’s disease.
“We’re trying to put madamous on the map,” explains Shadia, who set up her ful madamous brand Cuzena in 2017.
“It has so many benefits for people, it offers a real insight into Middle Eastern culture, and it’s perfect as a meal or snack.
“The fact that you couldn’t just buy it off the shelves seems mad to me. It’s one of the tastiest, healthiest foods in the world!
“I’ve always had a bit of an entrepreneurial mind-set, but when I closed the fridge one day after realising my family hadn’t made ful madamous, I thought – ‘Why can’t you just buy this in supermarkets?’.
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“It wouldn’t leave me, and I decided to give it a real go.
“I’ve been very passionate about making it happen ever since.”
“They have hummus now”
Raised by Middle Eastern parents – who’d moved to Salford in the 1950s – Shadia is convinced her dad is looking down on her right now and laughing at the fact she’s introducing a nation to a food that’s reigned humble but supreme in the east for centuries.
“He’d find it bizarre, but I think he would be very proud” laughs Shadia.
“I remember my mum coming home and excitedly telling my dad – ‘You won’t believe it, they have hummus in the shops now.’”
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“It was a big thing then. But nowadays, hummus is everywhere. That’s the plan for ful madamous.”
Shadia calls ful madamous the “cousin” of hummus, but this concoction differs in the fact it can be eaten hot or cold. It’s also earned privileged status as ‘SYN FREE’ at Slimming World whilst fitting in a veggie or vegan diet.
So why, until now, has ful madamous evaded British buyers?
“I think for many years, people didn’t enjoy the earthy colours of dark food,” Shadia explains.
“I certainly think the stars have aligned for us to introduce our bean ranges with the growth of plant-based eating.
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“I think a lot of people believe the best beans are grown elsewhere. But we’ve actually had excellent beans growing here since the iron age.”
Not that that made it any easier to make ful madamous, of course.
Shadia had to go through more than 1,000 tests until she found a blend that really hit the spot. But two years ago, she successfully completed the soft launch of Cuzena – which is now available both in Manchester and nationwide.
There are currently three flavours for sale – garlic & coriander, fiery chili, and caramelised onion – with plans in the pipeline to expand the range in 2020.
“ I think the perception of Middle Eastern food is that it’s really complicated and contains all sorts of things like rose petal water” Shadia tell us.
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“The fact is – it’s humble food with magnificent flavour and Cuzena plans to show how thoroughly simple and thoroughly modern the food is. I’m just so glad more people are beginning to discover what it’s like.”
“True happiness must be shared”
Nobody had heard of Cuzena a few months ago. Barely anyone knew what ful madamous was, either.
Yet, Shadia’s Middle Eastern dish is now available at Wholefoods, As Nature Intended, Bents Garden Centre, Unicorn, Ancoats General Store, Sale General Store, two city centre SPARs (Princess St and Oxford Rd), Booths supermarket and Selfridges.
Cuzena is also enjoying distribution from Cotswold Fair and The Health Store.
“It’s been a busy few months, but I’m so glad people are discovering it,” says Shadia.
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“At Cuzena, we respect the Middle Eastern tradition to share from ‘one plate’ – we only make food that you can share.
“That’s our attitude: True happiness must be shared…”
Dispute over Manichester now ‘resolved’, say Mounfield family
Danny Jones
The family of the late, great Manchester musician, Gary ‘Mani’ Mounfield, have said that the drama surrounding the highly-anticipated tribute festival in his name, Manichester, has now thankfully been settled.
Now the focus can once again return to remembering him as best as possible.
Following plenty of talk about the project following his passing late last year, a live music festival honouring Mani was finally confirmed in March, and the reaction following the event’s announcement has been unsurprisingly phenomenal.
Well, at least for the most part, as there was also some confusion over whether or not Manichester was still a charitable effort as advertised, with son Gene Mounfield disputing claims online. Fortunately, it all seems to have been put to bed now.
On behalf of the boys, and as their legal guardian, I want to thank everyone for the kind messages and concern for their wellbeing. There was a misunderstanding regarding the upcoming Manichester tribute concert, but we’re pleased to share that everything has now been resolved. pic.twitter.com/j8jEMrFzsD
Being organised by Madchester.com and locally-founded fashion label, GIOGOI, the debut edition was said to have the total blessing of Mani’s family, including his brother, Greg Mounfield.
It was also said that the funds raised by the show would be going to the legendary Stone Roses and Primal Scream bassists’ twins, George and Gene, but the latter recently argued that “nothing” was going to either him or his brother and that the news was “dropped” the plans just a fortnight prior.
Gene also said that “if it was a charity gig it would be at Co-op [Live] or Heaton Park, and it would be done by SJM [Concerts]”: a Manchester-based promoters and events company.
All of this was also wrapped up in ever more paper talk and sensationalism, as some were reporting that Noel and Liam Gallagher, as well as other members of Oasis, would be surprising fans as the still yet to be revealed ‘major headliner’.
These rumours have since been quashed, as has whatever miscommunication caused the misunderstanding between the parties concerned, and we are now back to simply looking forward to seeing an already stacked lineup here in the city centre this May.
Damon Minchella of Ocean Colour Scene (a fellow bassist who also tours with Richard Ashcroft) is helping organise and will also be performing on the night itself. As for the surviving Mounfields, they went on to add in an accompanying Instagram post: “We would also like to express our gratitude to PH.
“It means a great deal to all of us that so many people loved Mani enough to give their time and energy to honour his memory in this way. We are genuinely touched by the support.
“It has been an incredibly difficult few years for the boys and for our whole family. We hope this event will bring some much‑needed joy and create new, positive memories for everyone who cared about him.
“With love and thanks – The Family”
It goes without saying that we can’t wait for this city and Greater Manchester as a whole to honour a Manc icon and are looking forward to another year celebrating the thing that never fails to bring us all together: music.
Featured Images — livepict.com (via Wikimedia Commons)/Publicity pictures (supplied)
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Rochdale is bidding to become the UK’s first-ever Town of Culture in 2028
Emily Sergeant
Rochdale has announced its intention to bid to become UK Town of Culture 2028.
Entering into the national competition launched by the Department for Culture, Media and Sport (DCMS), following on from the success of the already-existing City of Culture award, the Greater Manchester town is hoping to be the first-ever town to claim the title.
The Town of Culture competition invites towns across the UK to showcase their cultural story and develop ambitious programmes that celebrate local heritage, creativity, and communities.
The winning town receives a £3 million grant from the Government to deliver a major year-long cultural programme in 2028 designed to boost civic pride, attract visitors, and provide everyone with the opportunity to participate in cultural activities.
Rochdale’s bid is being led by Rochdale Borough Council and Rochdale Development Agency, alongside cultural groups, education providers, and community organisations.
The bid will build on the town’s history as the birthplace of the Co-operative movement, and a centre of political reform, collective action and working-class cultural innovation.
A town of national and international significance, whose people and ideas have shaped the social, democratic and cultural life of the UK and beyond, Rochdale Council says the town’s story is ‘distinctive’ and as highly relevant today as it ever has been, and this is a driving force behind its Town of Culture 2028 bid.
Not just historically, but over recent years too, the town has made a significant contribution to the UK’s popular culture, producing internationally recognised musicians, artists, writers, and performers.
Local leaders say the bid to become the UK’s first ever Town of Culture underlines Rochdale’s ambition after just completing a ‘hugely successful’ year as Greater Manchester Town of Culture for 2025.
Rochdale is bidding to become the UK’s first-ever Town of Culture / Credit: The Manc Group | Rochdale Council
“We have a strong foundation for a bold and future focused UK Town of Culture programme and an incredible story to tell,” commented Cllr Neil Emmott, who is the Leader of Rochdale Borough Council.
“We’ll be developing a fabulous programme of new events and activities as well as amplifying our existing offer and recently transformed town hall square and centre.
“As we have already seen during our year as Greater Manchester Town of Culture, we have an established infrastructure of creative partners ready to go, who have already expressed their support for our bid, providing significant capacity and scale to deliver a UK town of culture programme in 2028 that would leave a permanent cultural legacy.
“We have exciting and varied attractions and iconic venues that have seen significant investment, an array of creative talent and we’re very well connected.
“This bid will allow us to share this in new ways and invite others to experience it.”
The Manc -
6th February 2020 
