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.
“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.
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.
“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…
“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.
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?’.
“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.’”
“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.
“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.
“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.
“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…”
The Manchester charity that’s championing the community one step at a time
Thomas Melia
There’s a Manchester-based charity which is helping uplift and champion communities throughout the city centre and wider Greater Manchester region.
Us Mancs certainly know a thing or two about community, whether it’s our influential music scene, football clubs, our hospitality scene and so on, but Forever Manchester takes this to the next level.
This charity has been consistently funding and supporting community initiatives throughout Greater Manchester by helping people achieve the extraordinary, all while maintaining plenty of local pride.
Forever Manchester was born from a mission to support the people and places that make Greater Manchester magic, and is all about making sure the community is at the forefront of everything they do.
Credit: Forever Manchester
The community-first charity has invested over £65 million into local communities and awarded £517,968 to over 100 different community groups.
This isn’t a new charity either, Forever Manchester has been deep in our city’s culture for quite some time since launching in 1989, most notably commissioning local poet Tony Walsh’s ‘This is the Place’.
The piece was originally published in 2012 before finding a very special place in our hearts back in 2017 when Walsh performed the poem at a vigil for the Manchester Arena attack.
This love letter to Manchester has not only gone on to become a part of the city’s history but also reaffirmed this organisation’s place throughout communities in the region.
Credit: Supplied
Now, the community-minded charity is ready to make a mark in 2025 with a whole host of initiatives, including a Forever Manchester lottery, pub quizzes, comedy nights and disco bingo.
Anyone looking to find out more information about this community-first charity and see some examples of the work it does can visit Forever Manchester’s official website.
Remember, this is a city that looks after its own – that’s the kind of energy we want to see you keeping up all year long.
And, if you have a soft spot for a tote bag or wall art prints, look no further than Forever Manchester’s shop, where every purchase directly contributes to community activities in Greater Manchester HERE.
Billie Eilish at Co-op Live, Manchester – tickets, times, setlist and more for UK tour
Thomas Melia
Billie Eilish is ready to take over Co-op Live for four nights of tear-jerking, heart-wrenching, belly-aching hits right here in Manchester.
Ms. ‘Ocean Eyes’ herself is coming to Manchester this month, and we’re on hand with all the info you need so you don’t have to ‘Guess’ anything on the day of your show.
Billie Eilish has cemented her position in the music industry as one of the leading hitmakers, and at only 23 years old, this artist has won nine Grammy Awards and racked up three UK number-one singles.
The American star has been grafting since her early teens, dropping her first ever EP, don’t smile at me, in 2017 at only 16 years old and has reached height after height ever since.
Billie Eilish gig guide
Billie Eilish is playing at Co-op Live in Manchester on 19, 20, 22 and 23 July.Credit: Press shot (supplied)
Her latest album ‘Hit Me Hard and Soft’, which is also the name of the tour, is Eilish’s third studio album and it’s stacked with bangers like ‘Birds of a Feather’, ‘Lunch’ and ‘Wildflower’, just to name a few.
Are there tickets left for Billie Eilish tickets in Manchester?
Anyone after tickets to any of the upcoming Billie Eilish gigs in Manchester might be in for a ‘not-so-lovely’ surprise, as you can expect, as most general tickets are sold out.
However, anyone who’s missed out on tickets for Billie’s FOUR-gig run in Manchester can still take a look at a variety of premium ticket packages.
You can grab your ‘Birds of a Feather’ and a ticket or two for the Saturday, 19 July show HERE.
Pack your ‘Lunch’ and put on your best outfit because there are exclusive tickets for the Sunday, 20 July gig HERE.
Your friends will be calling you ‘The Greatest’ when you let them know about the premium tickets still left for Tuesday, 22 July right HERE.
Finally, grab ‘L’amour De Ma Vie’ and sing your heart out with a range of hospitality tickets to choose from on Wednesday, 23 July HERE. And breathe…
Billie Eilish setlist
Chihiro
Lunch
NDA
Therefore I Am
Wildflower
when the party’s over
The Diner
ilomilo
bad guy
The Greatest
Your Power
Skinny
TV
bury a friend
Oxytocin
Guess
everything i wanted
lovely / Blue / ocean eyes (Medley)
L’amour De Ma Vie
What Was I Made For?
Happier Than Ever
Birds of a Feather
What are the stage times for Billie Eilish in Manchester?
Co-op Live has a strict curfew of 11pm, meaning concertgoers can be safe knowing ‘when the party’s over’ it won’t be well into the early hours.
Doors for ‘Hit Me Hard and Soft’ tour are scheduled for 6pm with support acts Syd and Magdalena Bay on hand to soundtrack your evening and leave you feeling ‘Happier Than Ever’ before Billie at 8pm.
The first act, Syd, is known for co-founding influential R’n’B band, The Internet (big fans, by the way), and has just dropped a new solo single ‘Die For This’ ahead of her Billie Eilish tour stint.
How to get to Co-op Live
Tram
For those of you heading to Co-op Live, you’ll be glad to know it’s right next door to a rather famous big blue stadium and its integrated Metrolink stop.
Head along the light blue or orange lines directly to the Etihad Campus or Ashton-under-Lyne, and you can get off the tram literally spitting distance from the arena. You can find the full map HERE.
Trams run frequently on the Ashton-Eccles line to the Etihad stop, with services leaving every six minutes from the city centre until 01:00 on Fridays and Saturdays.
The ‘Hit Me Hard and Soft Tour’ will mark Billie Eilish’s first ever Co-op Live appearance.Credit: William Drumm (supplied)
Bus
You can find the full list of bus routes HERE, with the one in closest proximity to the venue being the 53 bus, which runs from Cheetham Hill through to Higher Crumpsall, Old Trafford and Pendleton, leaving just a two-minute walk to Co-op Live. You also get free Bee Network travel with any valid event ticket.
Getting there by car and parking
If you’re driving, there is limited parking available at the venue,e but this must be pre-booked ahead of time and there are designated drop-off areas.
The postcode is M11 3DU, and you can follow the signs towards the wider Etihad Campus as you get closer; directions to the adjacent drop-off points will also be signposted.
Keep in mind that congestion on the roads close to the stadium is expected to gather around two hours prior to any event, so if you are travelling on the road, these are the suggested times they provide come event day – though estimates will vary, obviously:
Alan Turing Way (both directions): plan an additional 20 minutes into any journey by road.
Hyde Road (eastbound): expect an additional 15 minutes to be added to your journey.
Mancunian Way (westbound): plan for an extra 10 minutes of travel time.
There are also three park-and-ride facilities near Co-op Live, but be advised that the Velopark and Holt Town stops will be closed post-event to help safely manage crowds:
Ashton West (Ashton line) – 184 spaces and 11 disabled spaces
Ladywell (Ashton-Eccles line) – 332 spaces and 22 disabled spaces
Walk/cycle
Lastly, Co-op Live is only a half-hour stroll from Manchester Piccadilly, and you could even walk along the canal all the way to the front door if you fancy taking the scenic route.
Greater Manchester now also offers the option to hire bikes via the Beryl app, with riders able to locate, unlock, get to their destination and then safely lock up the bike all through an easy-to-use app. There are hire points just near the south-west corner of the Etihad Stadium on Ashton New Road.
For more information on all travel options, you can check out the enhanced journey planner.
The Manc -
6th February 2020 
