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Too black, too wrong

OCADO: It’s the name of a moped cabbie in west Africa

ISN’T IT ironic that so many of us look to the West for inspiration when the West has run out of original ideas and is turning increasingly to the East for ideas.

For example, who would have thought that the online supermarket shopping industry is indebted to motorcycle taxis in Nigeria for some of its success? I didn't realise this until my wife's order from Waitrose was delivered in a van by a company called Ocado.


Now, hang on a minute, Ocado, as every West African knows, are the moped 'cabbies' of Africa. But I bet it wasn't a West African who thought, let me use that term to make myself a millionaire. Let's face it, most of us don't respect anything that is black until it has been endorsed by a white guy.

Mr Reggae Reggae Sauce, Levi Roots, said as much when he told me how much fight he had had from his own bredrin when he told them that he was going to call his sauce Reggae Reggae Sauce. They told him he was crazy, to come up with a different name because it would never work because Reggae Reggae Sauce was too Jamaican and.... TOO BLACK!

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