Crossing Lincoln’s Broadgate this morning, we spotted a white box van and we were mighty puzzled by the wording on the side: “Country Oven (m/c) Ltd…Wholesale bakers of morning goods.”
“What the heffalump are ‘morning goods’ supposed to be?” we wondered. “Do they mean bread. And if so, then why not just say so, instead of trying to jazz it up with all that baker’s jargon? ‘Morning goods’ indeed. Pah!” (It’s not easy being a simpleton, you know.)
Anyhow, it seems that it isn’t fancy baker’s talk after all. The Flour Advisory Bureau (yes, they really exist, so if you ever need advice on floury matters, why not give ‘em a call?) has this to say:
Bakery Snacks (Morning Goods)
Morning goods are so called because whilst bread was traditionally baked in a hot oven during the night, morning goods were baked after bread in the morning when the oven was cooling. Morning goods include products such as rolls and baps, scones, teacakes, buns and other fruited products, muffins, crumpets and pikelets, pancakes and griddle scones, waffles, potato cakes, croissants, brioches, and bagels.
And apparently, morning goods are big business; back to the flour folk again:
The morning goods sector has grown considerably in recent years. This is partly because the goods, which, we traditionally ate at teatime, have become popular snacks, which are eaten throughout the day. Also, certain goods that were only previously available seasonally (such as hot cross buns and mince pies) are now available all year round. The total bakery snacks market accounts for 26% by volume and more than one third by value of the total bread market (source: Federation of Bakers)
A cursory search of th’internet revealed that Country Oven Ltd are based in Oldham, Lancs. We’re still none the wiser as to the meaning of that mysterious ‘m/c’ on their van. I thought it might be short for ‘master confectioners’, but why abbreviate it thus. And I’m probably guessing wrong anyway.
So, if you are connected with Country Oven in any way, why not leave a comment explaining what the m/c is all about.
Oh, and if you are from Country Oven, any chance you could send us some free croissants? We don’t need waffles: we have enough waffle of our own!
Chris