What are we supposed to think of the Kraft takeover of Cadbury?
Pundits talk about the chocolate kingdom 'losing its independence', but it's been through a rash of pick-n-mix identities in recent years, such as 'Cadbury Trebor Bassett'. What is independence but your own - definitive - identity?
For me as a boater, what matters most will be how they treat the Worcester and Birmingham Canal at Bournville. The factory itself isn't one of England's glories (although an American family who came on Granny Buttons ten years ago said the factory's Cadbury World visitor centre was the highlight of their trip). Rather, to me it's the village community - the whole environment - which makes it special.
Cadbury originally located to Bournville because of the canal, which allowed it to get in the ingredients easily, including milk from Worcestershire, and the half-made chocolate 'crumb' from canalside factories elsewhere. Eventually the company had its own on its own fleet of cargo narrowboats - and it was their bright red signwritten panels which inspired those on my own boat.
In recent years the company seems to have turned its back on the canal, as the Bournville workforce shrank to a third of its peak size and ingredients came in by road.
The area became 'bandit country' for the new breed of leisure boater, and poor moorings alongside Bournville Station made it impractical (and risky) for boaters to tie up and visit the factory - or even just to stay overnight. So the area went downhill, and a new-laid towpath was little more than a cycling track to whizz through.
Five years ago British Waterways opened a new protected visitor mooring for three or four boats, although without any facilities such as a water point. Granny Buttons was the very first boat to stop there (above), although it was empty and unexciting overnight.
The official Cadbury Bournville Walking Tour (map pictured below right) doesn't mention the canal and only shows it as a feature on the very left of the map. I do hope the new owners can once again embrace the waterway, installing all sorts of waterside facilities and encouraging boats to stop. A welcome addition would be a waterside pub, wetting the notoriously 'dry' alcohol-free area.
Granny Buttons is named after my mother. She acquired the appellation because almost every time she came to visit her grandchildren she's bring them packets of Cadbury's Chocolate Buttons. That's why my boat advertises 'Bournville' as its 'home wharf'.
For many years, Cadbury Chocolate Buttons were synonymous with a cute little cartoon of a little girl - herself called 'Buttons' - who had Zebedee-like springs for legs. She'd bound across a field of chocolate, cutting out the buttons with her feet, and her shock of yellow hair reminded me for some reason of Christine's platinum-blond bob.
When Granny was repainted and signwritten in 2002, I had a special red panel painted on the side making space for an image of little Buttons.
I rang Nina Leijerstam, the then newly appointed marketing manageress for chocolate buttons, about the possibility of using 'Buttons' in my signwriting and getting an image of the character for the signwriter to use.
'Oh, we're discontinuing that character' she said. 'We're taking the product to a more adult market'.
It all sounded a bit mechanical to me; marketing by numbers rather than by the heart. Surely the childlike name and nature of chocolate buttons is half the appeal to adults.
But no, buttons lost its Buttons, the product went downmarket, and as far as I'm concerned that marketing manager was ENTIRELY responsible for Kraft taking over at Bournville. I've been sore about Cadbury's ever since!
So, apart from lovin' Bournville's canal again, the best thing Kraft could do to Cadbury's is to bring back Buttons.
And that's my cogent and comprehensive contribution to the cacophonous Kraft and Cadbury chatter.
A plea: Can anyone recommend their favourite links on the web about Cadbury's history with the canals?
See also: Granny Buttons - Kraft Chocolate Buttons (Sept 13th)
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