Date and Walnut Loaf

Years ago in a past life I used to sell things. 
Sometimes it was fun and sometimes I was quite good at it. I didn't want to do it forever, so I stopped, but I still get the itch from time to time. For instance, I love to gently coax a friend into buying a dress that I know they will feel amazing in when they wear it out next. Or convincing another friend that they do look amazing in a hat (when they do) because not everyone can get away with wearing a hat. Some might say that I am spending (and wearing hats) vicariously - maybe so, but I do gain an immense amount of pleasure from someone I care about having something that makes them feel good.

So how do I sell you, person reading my blog that I care about, how do I sell you this seemingly dull looking date and walnut loaf? 

When I used to sell things, I was taught how to sell something by explaining the features and benefits of whatever it was that I was trying to sell - features tell and benefits sell (I cannot believe I remember that...)

Please allow me to tell you about the features and benefits of this date and walnut loaf.

It's portable; this loaf can be taken anywhere! Take it to work or take it on a picnic, it's the loaf that travels.

It is unencumbered from distracting icing or glaze. This allows the eater to fully appreciate the firm but still yielding crust covering a dense yet tender crumb. Now say those last two sentences with a hushed tone and one raised eyebrow to the person you are serving it and revel in their reaction. 

It doesn't have too many confusing ingredients; all you really need to care about are the two ingredients in the name: date and walnut. Sounds like health food yet tastes like toffee, nutty heaven. 

The seemingly bland appearance means that your absolute favourite plate can take centre stage instead of the food you are photographing (just for a change). 

It is a vessel for other flavours; Butter is welcome, honey is recommended. 

Pair it with a dainty cup of tea and you have a very pleasant, somewhat "Nana" inspired afternoon tea if you are feeling stressed out. Afterwards you will feel restored to go about your day as a thirty-something year old again.

One bowl, one tin, one spoon, one egg. You're welcome. OK, two bowls but that is all.

(Now to close the sale)

Can you picture yourself slicing into this, anticipating the chewy sweet dates and the crunchy walnuts? Can you feel yourself munching on this with a cup of tea, becoming restored and ready to face the rest of the day? Can you picture your colleagues all nodding in appreciation to you for bringing in morning tea (intact after a long train journey, no less) when all the Monte Carlo's have run out? Are you looking for an easy reliable, go-to loaf recipe that will turn out fine each and every time? Well, I have just the thing for you.

I accept all major credit cards, but cash is preferred.

Date and Walnut Loaf
Adapted from Delicious Magazine, June 2011
230g fresh pitted and chopped dates
1 tsp bicarb soda
60ml extra virgin olive oil
220g caster sugar
1 egg
100g chopped walnuts
225g self raising flour
butter and honey to serve (optional)

Preheat the oven to 180C.Grease a 25cm by 10cm loaf tin and line it with baking paper.
Place the dates, olive oil and bicarb soda in a large bowl and pour over 250ml of boiling water. Set aside for 15 minutes.
In a separate bowl, whisk together the sugar and egg. Stir in the walnuts and flour and add to the dates. Stir until combined.
Pour into the loaf tin and bake for about 45 minutes or until a skewer inserted comes out clean. Cool for 5 minutes before turning out onto a wire rack to cool completely. Serve with butter and honey and a nice cup of tea.