rich emollient used in the management of eczema, psoriasis and other dry skin conditions.


and it’s in Princes Risborough in Buckinghamshire, just down the road from where I live. I’m more excited about this new freefrom shop opening than I am about Christmas this year.

This is a very mini bloggette to let you all know that on Saturday 12th December, McCallums will be opening on Princes Risborough High Street. I have been reliably informed (thanks Suzie) that is is near the library, opposite WH Smiths.

The first even organic freefrom supermarket in the UK

The first ever organic and freefrom supermarket in the UK

And hot off the press, this lovely photograph of the shop courtesy of Sally and a tip off from Nicola Next Door! Thank you all for letting me know this shop was opening.

I met Alex this year so I did know he had ambitious plans for the shop and some pubs catering for paleo and freefrom diets but it had slipped my mind in the whirl or work and life.

This is what Alex told me, I am very excited about opening my new organic and freefrom supermarket in Princes Risborough – everything inside will be free of gluten, diary, sugar, vegetable oil and non fermented soy. We will be selling frozen and fresh healthy meals to take away, cakes and snacks, ingredients including organic vegetables and eggs, organic hot coffee and chocolate, body and household cleaning products, organic, vegan and some sulphite free wine, and organic and freefrom spirits, beers and cider as well as selected supplements by Higher Nature and BIOCARE. “We have looked on the back of the packet so you don’t have to!”

Alex is also running The Black Horse at Standlake – the first freefrom and organic pub in the country which is now open and the second – the Bell at Hardwick, just outside Aylesbury opened in November. More on these later. I think we’ll be enjoying a few pub meals out in the new year.



An allergy and health writer and freelance copywriter, Ruth is passionate about helping those with allergies and food intolerances take control, embrace their condition, and learn to live with and love who they are. It can be very lonely finding you have allergies and discovering what helps you can be a life long journey. What works for one person won't work for another, so after trying nearly every allergy treatment under the sun and finding hours of research necessary to keep abreast of what's going on, Ruth started writing her blog, What Allergy? in April 2009. Ruth has life threatening allergies herself to all nuts, all diary, tomatoes and celery and knows first-hand what it's like to have an anaphylactic attack. Voted in the Top 5 UK allergy blogs by Cision UK in 2011, What Allergy is packed full of interesting articles, hints and tips and product reviews which are a must read for anyone with allergies, food intolerances or sensitivities, asthma and eczema. From subjects such as "What is celery allergy?" to "Surviving a holiday abroad with allergies", it's packed with useful and interesting information. You can register free for a weekly newsletter by visiting her website and also keep in touch by following her on Facebook and Twitter.

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