When I was growing up, it was a rite of passage for children have Saturday jobs to earn their extra pocket money. But in modern times, this backbone of childhood life seemed to have been a thing of the past. I think we lose much if we do not inculcate a strong work ethic in children. Especially in this Instagram age, where many youngsters cite their ambition as “Influencer”.

But to succeed as an influencer, you have to work hard too. The hours sitting in front of the computer researching or writing thousands of emails asking for freebies, to distinguish yourself from the millions of wannabes. The glamorous photos are the tip of a very deep iceberg, and only very few get there. Most sink away in obscurity. The long and short of real life is, you have to work to get anywhere in life.

I get very frustrated when people talk big, about platforms and scaling up and making millions without the traditional hard work. Sure, in this technological age and gig economy, we no longer have to plough and till the fields to get rich, but you still have to put in the hard work and most importantly, appreciate that success does not come with the first door you knock.

I hope I have passed this work ethic on to my children – that they have to work hard for what they want in life, no shortcuts.

This morning, I sent my little cheese plant called Ellen Bella Cheese to work in a play cafe in Chobham, Surrey, to promote a book reading session that I will be doing at the cafe.

Venue: Mucky Cow Play Cafe

Address: Chobham High Street, Chobham, Surrey

Date: 10 August 2023, at 10am

Book title: Roald and the Mindful Cheese Plant