The move was sanctioned by the TMB earlier this summer in an attempt to boost sales of a product many have dismissed as tasteless, chewy and only fit for dogs. The TMB has set aside a three-figure budget to persuade chefs to experiment with deep-fried goujons of tripe in a crispy batter - and feedback from the public is encouraging.
In the forefront of the battle to put tripe back on the menu are The Longs Arms in South Wraxall (their crispy fried tripe is pictured left) and the Brewery Tap in Chester, where the chef has long had an affinity for offal and now regularly serves up crispy fried tripe with a range of intriguing sauces.
Food blogger Linzi Barrow recently extolled the virtues of Lancashire Calamari on Lancashire radio and all the signs are that it's a dish whose time has come.
TMB chairman, Sir Norman Wrassle, said: "These are exciting times for tripe. Our 2014 Diary has recipes contributed by Baroness Tanni Grey-Thompson and the Rev Richard Coles who have both eaten tripe at various times in their life. Lancashire Calamari is the TMB's exocet missile - we predict it will take the country by storm once the secret is out!"
The Tripe Marketing Board 2014 Diary is available to purchase here and via Amazon. 10% of the profits from the sale of the Diary - which is formally launched at Wigan on 7 September 2013 - are pledged to the Snowdon Trust, a charity supporting students with physical disabilities.