Was standing the queue outside Monmouth coffee in Borough market and couldnt help but notice this sign in the store next door – Honest food. My cousin Dhruva who was around with me asked me ‘what the hell is honest food?’. Why do they have to throw this organic story around.. organic, natural, etc etc to sell food. Especially one that is wrapped up in unwanted packaging, you anyway plan to throw away (even if its recyclable boxes or whatever). I was clearly thinking too much.

Suddenly, a brainwave – Don’t know whether it was the strong coffee I had that morning or just the way my brain works when it comes to advertising. To me, if I were the owner, I would’ve called it Honest food, simply because it would be food that doesn’t lie around :). Pun absolutely intended.