Rory Sutherland Rory Sutherland

The Wiki Man: In with the old

issue 18 February 2012

I have noticed Britons in France or Italy cringe with embarrassment, and mutter apologies to waiters when ordering a cappuccino after dinner — or at any time after noon. ‘Look, you needn’t apologise,’ I say. ‘The reason foreigners drink their coffee black isn’t because they’re sophisticated: it’s because their milk tastes like crap.’

It has always surprised me that two countries which take great pride in food can produce such dismal milk. One theory is that many Mediterranean people have not evolved the ability to digest milk after childhood. So Brits should not feel ashamed at any lack of savoir-faire; if anything, our hosts should feel uncomfortable about their failure to make any genetic headway over the past 20,000 years.

In a country which can’t digest it, there’s no point in producing good milk. And even in a globalised world, it helps to have a home market receptive to what you make.

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