Sainsbury’s places a New Order for Blur rocker’s cheese
HE FAMOUSLY swapped his hard-living bachelorhood for family and a farm in the country. Now Alex James, bass player of Brit Pop band Blur, is set to cash in on his rural rebirth with the sale of his own cheese at Sainsbury’s.
Blue Monday, a gorgonzola named after his favourite song by New Order, has gone on sale at £3 a packet in 60 supermarkets across South-east England and may be expanded, depending on demand.
James, who runs a 200-acre property in Oxfordshire, is also considering digging “cheese caves” on his farm to expand production of Blue Monday. After Blur’s recent revival tour, James has agreed to let Sainsbury’s distribute Blue Monday to promote its Eat Britain initiative in support of homegrown produce.
Sainsbury’s places a New Order for Blur rocker’s cheese
James said food in Britain was the “new rock ‘n’ roll”. He said: “It took me a while to realise that making cheese is what I wanted to do. Music had its heyday in the Sixties and Seventies when the boundaries were broken; it was art in the Nineties and now it’s food,” he said
“Britain has become a culinary capital so quickly.”