The arrival of a pamphlet to announce the new name of the German independent formerly known as Arcon gave The Diary an hilarious start to the new year.

Expecting to see the name of a couple of hard-to-pronounce lawyers, The Diary must admit to some surprise that the firm plumped for the title Avocado, a name that was accompanied by the legend: “But what has this exquisitely tasty fruit got to do with us? It grows quickly and doesn’t break easily… and its taste has a pleasant hint of nut.”