U.K. SAUCES POPULAR IN FRANCE

Press, Volume CIV, Issue 30776, 14 June 1965, Page 2

U.K. SAUCES POPULAR IN FRANCE

(N.Z.P.A.-Reuter)

PARIS, June 13.

A bottle of British ketchup in the centre of a beautifully appointed French dinner table was a status symbol 20 years ago. Although it appeared incongruous amid fine crystal glasses, china, silver, and a hand-embroidered linen tablecloth, the glass bottle with a brightly coloured label printed in English had considerable snob value.

Today, ketchup and all kinds of sauce are as commonplace to most Parisians as the Eiffel Tower. Bottles of these imported sauces are found on the counter of every snack bar, and on the shelves of almost every small grocery shop. In many French homes, they appear as automatically on the dinner table as salt and pepper. Statistics issued by the British Embassy in Paris reveal that about £13.000 worth of sauces were imported from Britain between January and September last year—to which can be added another £7150 worth of other condiments such as piccalilli pickles and mango chutney. Sales of both sauces and condiments have increased by 40 per cent since the French Government abolished the import quota on them in 1958. Mr H. Valade, a Frenchman who represents one of the leading British food importers in Paris, says that the French acquired a taste

for ketchup, and Scotch whisky at the end of the Second World War when imports were rare but much sought after. Now that office workers no longer have two hours to go home to lunch, but eat in canteens and self-service restaurants, they welcome sauces and pickles which add flavour to the snack for “bifteck” or sandwich. At one time, sauces intended for export to France carried labels printed in French. But leading British manufacturers soon discovered that the label written in English was more popular, especially in Paris. The average Englishman would probably find it difficult to recognise the name of his favourite sauce, however, from the French pronunciation of its name. Simpler is the solution of those who find English spelling just too difficult and ask for “sauce Anglaise.” Contrary to what one might

fear, retail prices of imported sauces and pickles are comparatively low. Even though transport and custom duties amount to 67 per cent of the approximate retail price, a 12oz bottle of tomato sauce can be had for about 5s 3d even at a well-known delicatessen shop on the Place de la Madeleine. At small local shops, with lower running expenses, it may cost less.