Preserving a tradition - homemade jam on the rise
Homemade jam is coming back into fashion for the first time in almost 50 years, says high street store Debenhams.
A new, younger generation of British jam makers is taking up the tradition to save money.
Demand for stainless steel jam saucepans, jam sealing sets, thermometers and jam spoons has rocketed.
A glut of cheap British soft fruit, created by the good weather, is also helping to drive the boom.
Said Debenhams Cookware Buyer Mandy Probert: “For the first time, jam making is no longer the preserve of the Women’s Institute.
“It’s becoming the rock and roll of the cookery world and we expect it to become just as successful as home baking. “
The news comes despite recent, controversial EU regulations prohibiting the sale of homemade jam unless strict hygiene rules have been adopted.
Short videos revealing the secrets of how to make great tasting jam are now some of the most popular items on Youtube.
One feature showing how to make strawberry jam has already attracted almost 700,000 viewers in just four months.
Top chefs such as Delia Smith, Jamie Oliver, and James Martin now regularly include jam-making recipes in their books.
Others such as Hugh Fearnley-Wittingstall and Nigel Slater constantly urge everyone to use preserves as a great way to make the most of seasonal British crops.Jam makers believe that homemade preserves often tastes better than shop bought equivalents – and cost a quarter of the price.
In addition, making your own jam creates a greater range of flavours and ingredients.
Rose petal jam, cardamom spiced plum jam, pepper jam and champagne jam are just some of the variations commonly prepared in British homes.
Continues Mandy Probert: “Jam making is the latest indication that Britain is returning to traditional values which are popular in time of uncertainty.
“Home baking, jam making, and the trend to mend and make do reached a peak during the Second World War, but have been declining eve since – until now.
“They seem to demonstrate that building a safe secure family environment is in the forefront of everyone’s mind, especially during times of economic turbulence.”
