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…”
Manchester’s libraries will become ‘warm spaces’ with free hot drinks and Wi-Fi again this winter
Emily Sergeant
Manchester’s libraries are set to become ‘warm spaces’ offering free hot drinks and internet access to those in need again this winter.
After tens of thousands of local residents visited the “stigma-free safe spaces” to escape and take refuge from the cold back in both 2022 and 2023, Manchester City Council has decided to reintroduce its popular ‘Warm Welcome Spaces’ scheme again this year during the chillier months.
22 libraries across Manchester are, once again, taking part in the scheme this time around.
Designed to “provide support to people who need it” over some of the most challenging months of the year when temperatures drop, the Council’s scheme is offering a range of different services – and they’re all for free of charge.
Manchester’s libraries are becoming ‘warm spaces’ with free hot drinks and Wi-Fi this winter / Credit: Flickr | Geograph
Free hot drinks, Wi-Fi and internet access, data SIM cards, and newspapers are just some of the things people can make the most of inside these ‘warm spaces’, as well as get access to information, advice, and extra signposting to other support services they made need in the city.
There will be age-friendly spaces to connect with others, story times once a week at 11am for children under five, and even weekly digital drop-ins too.
Manchester Central Library, Miles Platting Community Library, Hulme High Street Library, Beswick Library, Longsight Library, and Abraham Moss Library are just some of the libraries taking part this winter.
Winter is a challenging time for households, but your library has something for everyone.
They are warm welcoming spaces to have a chat, get advice and get a data SIM to get online.
All 22 libraries will be free to enter, and the Council says people can stay in them “for as long as you like”.
“Heading towards winter, we are very much aware that the cost of living crisis still continues to affect many families across Manchester,” explained Councillor Bev Craig, who is the leader of Manchester City Council.
“This is why, more so than ever, we as a Council continue to do our utmost to support people who may be struggling.
“Our participation in the Warm Welcome Spaces programme, combined with our Cost of Living support package shows we are committed entirely to helping any many people as possible during this difficult period.”
Find your local free ‘Warm Welcome Space’ in Manchester here.
Featured Image – RawPixel
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Manchester’s 24 Hour Run Against Homelessness returns with its biggest venue host yet for 2024
Danny Jones
November is well underway which means that not only have the likes of the annual Christmas Markets begun but Manchester is once again ramping up for the latest edition of The 24 Hour Run Against Homelessness.
Although the holiday season is a jolly one for many, we’re always reminded that for lots of those less fortunate, the colder months signal an even more difficult time for lots of people all over Greater Manchester, with the region still suffering with the third highest rate of homelessness in the UK.
That being said, each year volunteers from founding organisation, Run Wild MCR (the University of Manchester’s long-standing running society), team up with the Greater Manchester Mayor’s Charity to help put in the hard yards on their behalf and raise as much money as possible.
Marking the sixth year of the heartwarming and vital fundraising event, the 2024 edition of The 24 Hour Run Against Homelessness is hoping to be the most impactful yet, landing even more support from local clubs and businesses than ever, as well as their biggest host venue yet.
For anyone still unaware of the event, the annual 24-hour relay run sees thousands of runners turn up from all over the 10 boroughs to participate in 5km laps around the city centre to witness the effects of homelessness first-hand.
Those lacing up their trainers – be they from local clubs like Manchester Road Runners, charitable organisation, Northern business or just a Manc who fancies doing their bit for a good cause – can do as little or as few laps as they like, as well as contribute to the fundraising with donations on the night.
Now with national vehicle marketplace AutoTrader named as the principal sponsor for this year’s run and the Together Co. social charity pledging to match public donations up to £20,000, The Manchester 24 Hour Homeless Run is hoping to achieve its biggest goal to date.
There have already been some serious records broken in past iterations, with multiple runners even going for upwards of 100k in total distance covered and staying overnight in sleeping bags to get their laps done over the 24 hours.
Having made upwards of £30,000 since it started, amassing more than £25,000 during its fifth anniversary in 2023, and raising over £1,400 with its first spin-off event in Birmingham earlier this month, this is set to be a hugely impactful year for the team and Manchester’s ‘A Bed Every Night’ scheme.
The growth of the event speaks for itself, with Mayor Andy Burnham now a regular attendee on behalf of his namesake charity, an increase in clubs, influencers and national coverage, not to mention the event landing Freight Island as the 2024 host venue.
You can see a quick run-through of the city centre route here:
Having sent a huge message to the previous government regarding comments about the homeless community and directly contributing to approximately 842 rough sleepers being given a bed in Manchester during last year’s run, they’ve done incredible work in just a few short years.
With the profile of the ever-important event bigger than ever, as it looks to continue expanding into different cities – especially following the success of its debut Brummy run – we’re expecting big things and even more wholesome vibes as the crowds gather at the now well-and-truly festive Freight Island.
Members of The Manc will also be taking part and putting in as many miles as we can, so come and say hello if you can or, even better, come join the countless other volunteers going for a jog from 12pm on Wednesday, 13 November until noon the next day.
More importantly, please give even a little bit to this crucial cause HERE if you can; the charity livestream will also be active on our Facebook page throughout the duration and QR codes for direct donations will be available at Freight Island on the night.
You can see a full list of the organisations taking part down below. This really is a time when Manchester shows its best face and we can all be very proud that we’re putting in the graft to combat a global crisis.
The Manc -
6th February 2020 
