Start PJMD

Stands for Pas Jolie Mais Delicieux.

Buy up (at hugely cheap prices) all those ugly vegetables and fruits - package them, sell them cheap. Taste Fantastic, Cost Less.

Tomatoes, potatoes, bananas, cucumbers.

And make cakes that look deformed but taste great.

Open a chain of fast food places - ugly hamburgers - taste twice as nice, cost half the price. Nuggets look like pebbles taste like heaven.

I remember doing a feature in Entertainment USA on White Castle - a brilliant idea; they put holes in the patties so they used half as much meat and sold them at low prices; tasted the same even though there was less actual meat in them.

There you go. Thank me when you are in your Rolls.