Alex James hails ‘party time’ for British agriculture  

The man who spent the 1990s leading Blur to the top of the charts with hits such as Country House told Farmers Guardian he was delighted the British public had ‘finally discovered its taste buds’.  

Speaking at the launch of Sainsbury’s new welfare code of practice for dairy cows yesterday (Tuesday, May 25), he added Brits were beginning to take ‘more of a French attitude’ to food and spend money on quality produce.

Mr James, who makes award winning cheese on his 200-acre farm in Oxfordshire, said it defined a hugely exciting time for British agriculture.

“Chefs are more famous than our rock stars now. All you have to do is switch the TV on in the morning and it is a food programme – it used to be music.”

Mr James, who is settled on his 200-acre farm in Oxfordshire, said it hailed a new era for food.

“Food is certainly the story of the 21^st century so far. The 90s was about art and music. But the last decade has been about food.”

The 41-year-old self-described ‘aging rocker’, who has led an exodus of pop-stars and Hollywood actors into farm life, including Sting and Kate Winslet, said he was happiest down on the farm.

“I don’t know why so many aging stars end up living on farms but I find it very grounding.

“And as far as I am concerned food is one business sector where it is party time.”

Mr James, who recently secured a lucrative deal to supply cheese for Prince Charles’ Duchy Originals brand, welcomed the Sainsbury’s initiative to improve the welfare of cows in its dedicated supply chain.

“Better welfare is music to my ears,” said Mr James. “People are putting animal welfare high up their list of priorities and they are willing to put their money where their mouth is.”

The Blur man admitted he was ‘no expert’ on farming but was learning every day and looking forward to expanding his cheese business over the coming years.

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