Hereford Times Article 22/2/2018
Featuring particular projects on a television cookery programme can have a dramatic effect on the sale of key ingredients in supermarkets.
Some years ago a programme in which Delia Smith focused on different ways of using eggs led to a 10% rise in egg sales.
Before that, supermarkets had run out of cranberries following just a mention of them in a recipe by Delia Smith.
As a result of this sort of reaction, the phrase “Delia effect” was included in a mainstream British dictionary.
There have been other celebrity cooks since then from whom one brief
reference to a product has meant a vast increase in sales.
Apparently the average adult spends one hour 37 minutes a week watching food related shows on television, so it’s not surprising there is an impact.
So, I’m wondering what the “Delia effect” might be from A Vicar’s Life, the BBC 2 series featuring four clergy from the Diocese of Hereford.
There are three effects that I’d love to see. The first comes from the portrayal of what are sometimes called “life events”, namely baptisms, weddings and funerals. Sometimes those with little or no direct connection with the church feel that such events are not really open to them. A Vicar’s Life has shown life events being open to all.
I was very pleased to hear of a couple who had contacted one of the vicars from the programme saying that they hadn’t thought they could have a church wedding. A Vicar’s Life had shown that they could, so please let’s arrange it. Great!
Secondly, A Vicar’s Life has given insights into the calling of all four of those featured. Church is not all about vicars, far from it, but the vicars are there to encourage and equip others to live out their faith. Again, it’s a huge encouragement to hear of those making contact wanting to explore whether they might be being called by God to such a ministry.
And thirdly, there has been the focus on practical responses to people in need. It is very positive to see increased publicity for individuals and groups responding to all kinds of need: the homeless, refugees, those with dementia, people up against it in various ways.
It would be some “Delia effect” if A Vicar’s Life could help to make a positive difference to our local communities. It’s up to each of us whether it does.
+Richard Frith – Bishop of Hereford.