Editor Jack pitched this one to me as possibly "the most tenuous live blog post ever" so bear with while we try and unpack this into something vaguely cycling-related. The headline? Wyke Farms has launched the world's first carbon-neutral branded cheddar.
Well, if you're local to road.cc in Bath then perhaps you like riding in the Mendips? The very same Mendips where Wyke Farms, the UK's largest independent cheese producer, makes its world-first carbon-neutral cheese...
Maybe you ride a carbon bike? Carbon...as in carbon-neutral...like...Wyke Farms Ivy Reserve world-first carbon-neutral cheddar?
I told you the link was tenuous...and no, we haven't been paid to say any of this or been sent any free samples.
Anyway, it's matured for 18 months under wood to bring out an "unmatched 'rounded' flavour profile" (whatever that means)..."slightly sweet, nutty, and complex, this award-winning Cheddar cheese is everything that a Cheddar from Somerset, the home of Cheddar should be".
If you're not from Somerset, don't like cheese and don't ride a carbon bike, then I apologise for what you've just read...right, distraction over, let's get back to the normal stuff...