But then, in 1982, Britain's Office of Fair Trading hauled Mr. Lewis into court for false advertising. A settlement ultimately was reached under Mr. Lewis interviewing gypsies, who actually do eat baked hedgehog, ascertained what hedgehogs taste like and commissioned a flavorings firm to more or less duplicate the flavor. He changed the labels from "hedgehog flavored" to "hedgehog flavor," and all interest were satisfied.
Last year Hedgehog Foods had sales of $3.6 million and is now a major contributor to St. Tiggywinkles Hospital, plugging the hospital on every package. "Looking back, it was a bit gruesome, that flavor," Mr. Lewis concedes.
reprinted without permission from THE WALL STREET JOURNAL, January 8, 1992 (page 1)
(St. Tiggywinkles is a hospital exclusively for hedgehogs, located in the English Midlands. Hapless hedgehogs are sent from all over, mostly through British Rail's overnight parcel service, which has a special rate for shipping injured hedgehogs.)
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