Ex-boxer turned grilling machine supplier George Foreman phoned The Grocer this week to tell us why he was so proud of his new range of steak products.
"If the average person eats food like my steaks, they can become something wonderful like the next George Foreman or The Beatles," he told us.
He also had something to say about his relationship with Northern Foods, which is making the steaks that carry his name.
"I have entrusted them with something precious: the name George Foreman. I will keep my integrity and I know they will keep theirs."
They'd better. Any man who can go seven rounds with Muhammad Ali should be taken very seriously.