A public New Year’s resolution has been made by Waitrose boss Mark Price, who has vowed to counter his image as the “chubby grocer” and lose weight in 2008.
The foodie has pledged to lose 10cm (4in) off his waist by Easter and he will be writing a "notsochubby" blog about shedding the pounds, without compromising his love of fine food and wine.
He joins an estimated one million New Year dieters across the UK, who will also start their battles against the bulge this week.
Price started his daily blog today.
He wrote that he is going on a New Year diet and keeping the diary "against my better judgment" and as a result of his wife and colleagues pursuing "a conspired agenda to turn me into the 'not so chubby' grocer".
Price has consulted Waitrose's in-house nutritionist, Moira Howie, about how he might shed the 10kg (1.5 stone) that will trim his tummy. "I've told her I am not changing my lifestyle," he said. "We have had a robust exchange of views. I am not stopping drinking and I am not stopping going out to dinner."
Howie insists that he can downsize by eating less of what is on his plate and getting more active.
"I have told her there is absolutely no possibility of me jogging, going to the gym or swimming," said Price. "I refuse point blank. But I am going to start taking the lift to the fourth floor when I am heading for the fifth, and walking the last bit. After a month I might get off at the third.
"And I am not eating any alfalfa beans, either,” he added.
“You may ask why anyone would be remotely interested in my efforts - but then, people spend hours watching cheese, so who knows - however I do promise to offer at least a little entertainment and musings on current affairs of the day. Where possible, I may reveal who I break bread with (if I'm allowed any!), the places we patronise and what I would have preferred to eat.”
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