The days when groups of women would congregate in living rooms to sip from glasses of wine and hand around Tupperware bowls seemed to be over when the kitchenware company closed down its British party operation six years ago. Now, as thousands of people find themselves back at home after losing their jobs in the recession, the Tupperware party technique is regaining popularity.
It will receive a further boost this week when Jamie Oliver, the darling of middle-class mums, launches his own direct-selling business.
Already nicknamed Pukkaware, the Jamie At Home collection will be launched on Monday, with 4,000 consultants employed to organise parties. More than 2,000 have been booked for the next two months.
Instead of the plastic mixing bowls and freezable containers so popular in the Sixties and Seventies, initial events suggest that the bestselling items will be the American oak antipasti platter designed by Oliver himself and used in his restaurants, and sustainable beechwood pepper grinders.
Oliver said: “Jamie At Home is all about empowering people, particularly women, to start their own small businesses with a bit of help.
“I looked at all those Woolies employees who lost their jobs before Christmas and I saw intelligent, capable people with a lot to offer. Those are the sorts of people that we can work with.â€
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