'I walked past the letters on the way to school and thought 'there's that sign again.' Then the next day, I would think the same thing again, 'there's that sign again,' and the next day, 'there's that sign again'...over and over. Every day.'
The huge NF letters spray painted in white on a wall outside Shadia Al Hili's home, in Salford in the 1980s, meant very little to her at first.
From that moment on the then ten-year-old Shadia saw her walk to school in Eccles in a very different way. "It had been there so long and I didn't notice it," she says of the painted sign. "Then when you are aware of it, of what it stood for, you see it all the time. Today, Shadia's lunchbox has all the hallmarks of an upwardly mobile, middle class diet - but in 1980s Salford she dreaded opening the lid to reveal her chargrilled aubergines, thin, caramelized carrots, falafel and mixed Middle Eastern vegetables. "Teachers would even come over to see what I was eating, they would be interested," she says. "But I just wanted to fit in."
"It was my dad's idea of beans on toast," she says. "We would have Ful Madamous on bread for breakfast or an early snack. "It is a food that gives the human body everything it needs and he saw it as a healthy option to feed his kids." She went into it with no experience of the food world, taking the product from a kitchen recipe to a commercial kitchen, before getting it in stores after two years. But then the pandemic struck, meaning all the sampling, because of the new Covid rules, was closed down.
"I started looking at a range of dips such as hummus and babaganoush you can eat on the go, with pretzels in some kind of Covid ready packaging - so that is what I launched. "They are products that can be put in a food to go sector, such as service stations and vending machines.
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