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…”
Independent review into police actions during Manchester synagogue terror attack finds ‘no misconduct’
Emily Sergeant
An independent review into the terror attack at a synagogue in Crumpsall last week has concluded there was ‘no misconduct’ by the police.
The investigation was carried out by the Independent Office for Police Conduct (IOPC) following the shocking knife and car attack, which took place last Thursday 2 October on Yom Kippur, the holiest day in the Jewish calendar, at the Heaton Park Hebrew Congregation Synagogue.
Two men sadly lost their lives during the attack – Adrian Daulby, 53, who is believed to have been shot dead by Greater Manchester Police (GMP) while trying to stop the attacker from entering the synagogue, and Melvin Cravitz, 66, a worshipper who also helped stop the attacker.
The attacker has been named as 35-year-old Jihad al Shamie – a 35-year-old British citizen of Syrian descent who lived in Prestwich – who at the time was on bail for an alleged rape, before being shot dead by police.
Statement from Chief Constable Sir Stephen Watson following an update from the Independent Office for Police Conduct. This comes after last week's attack at Heaton Park Synagogue. pic.twitter.com/5tQQKeNaTh
The IOPC says its investigation is ‘mandatory’ in situations where police use of force may have resulted in the death of a member of the public.
Their investigation looked at the actions and decision-making of the officers involved in the incident.
“Over the coming days, we will continue to review the substantial amount of evidence gathered up to now, and will begin the process of obtaining more detailed statements from police witnesses,” the IOPC said in a statment.
GMP’s Chief Constable, Sir Stephen Watson, says he ‘welcomes’ the IOPC’s finding that no misconduct is apparent in the actions required of officers in ‘bringing this dreadful attack to an end’.
An independent review into police actions during the Manchester synagogue terror attack has found ‘no misconduct’ / Credit: GMP
He said in a statement addressing the matter: “Our thoughts will always be with the families and loved ones of those directly affected by this tragedy together with the wider community across Greater Manchester and beyond. Our significant presence and determination to protect everyone from all faith communities across our city region will continue unabated.”
With the IOPC’s investigation into the incident still ongoing, CC Watson assured ‘GMP is committed to openness, transparency, and candour’.
“In respect of all our previous dealings with [al Shamie], and we have therefore asked the IOPC to include this aspect in their ongoing review,” CC Watson continued.
“This includes previous reports of harassment, and an arrest for reports of rape over the past year, for which he was on bail at the time of the attack.”
Featured Image – GMP
News
Breakaway competition R360 issues statement after rubgy unions warn players of sanctions
Danny Jones
Prospective breakaway competition R360 have issued a response to the joint statement from multiple countries’ rugby unions, which has warned players of sanctions should they choose to join the new league.
While the vast majority seemingly remain opposed to the new concept, backing from certain key figures has resulted in the likes of the UK and Irish rugby unions, along with other key nations, sharing their unified stance against the potential rival.
Put in the simplest terms, the R360 model is rugby’s equivalent of what the proposed European ‘Super League’ was for football just a few years ago, with similar questions being raised around how it could jeopardise existing contests, player wellbeing and more.
Now, though, the new format – which has been largely backed and developed by former World Cup winner with England, Mike Tindall – delivered its own reply on Wednesday, 8 October.
Shared publicly to the press, the alternative tournament wrote: “It’s not always easy to embrace new opportunities, but as we’ve seen throughout history, it’s essential for any sport to grow. So many players love what R360 can do for them and the game, and we can’t wait to kick off next year.
“Player welfare is one of the key reasons for creating our global series, which will greatly reduce player load and capture the attention of a new generation of fans globally. We want to work collaboratively as part of the global rugby calendar.
“The series is designed with bespoke schedules for men’s and women’s teams and R360 will release all players for international matches, as written into their contracts. Our philosophy is clear – if players want to play for their country, they should have that opportunity. Why would the unions stand in their way?
“We look forward to submitting to the World Rugby Council for sanctioning next summer as planned.”
At present, R360 is due to hold its inagural season this time next year, with eight new male teams and four women’s sides expected to get underway from October 2026 onwards.
In addition to more lucrative contracts like those promised in the IPL (Indian Premier League) cricket, LIV Golf and the aforementioned albeit failed Super League, R360 is also set to offer a reduced playing schedule but one that would still tempt athletes away from their current teams to new franchises.
The national rugby unions of New Zealand, Australia, South Africa, Ireland, England, Scotland, France and Italy have released the following statement on the proposed R360 competition ⬇️#IrishRugby
Although they have assured player care is an utmost priority, their health and fitness is one of my concerns put forward by the total eight rubgy unions who have urged current pros to stay away from the breakaway competition.
In case you haven’t seen the statement release by England, Ireland and Scotland, as well as France, Italy, New Zealand, Australia and South Africa, it begins by “urging extreme caution for players and support staff considering joining the proposed R360 competition.”
Assuring that they welcome “investment and innovation in rugby”, they feel this particular idea won’t improve the sport but could instead “fragment or weaken it.”
Having assessed the proposals supposed value/addition to the “rugby’s global ecosystem”, it seems the fear is that the outcome will be a “net negative to the game”, with little to no detail as to how it can run alongside existing fixtures, assure proper management of player welfare and more.
As for Wales, despite opting not to put their name to the open letter itself, they have stated publicly: “The Welsh Rugby Union supports this statement, and we’re considering changes we may need to make to qualification rules in Wales as part of ongoing analysis following our recent consultation process.”
The statement continues: “The R360 model, as outlined publicly, rather appears designed to generate profits and return them to a very small elite, potentially hollowing out the investment that national unions and existing leagues make in community rugby, player development, and participation pathways.”
It seems there is deep concern for how it could affect grassroots and the international rugby too, not just league and union, and have failed to full explain or help key organisations “better understand their business and operating model.”
Most notably, they sign off by adding: “Each of the national unions will therefore be advising men’s and women’s players that participation in R360 would make them ineligible for international selection.”
What do you make of the whole debate – do you like the current schedule/format as it is, or do you think there’s room for a new chapter in the rugby world?
The Manc -
6th February 2020 
