A sterling performance at the National Union of Students' first further education student governors conference earned admiration all round for David Melville, chief executive of the Further Education Funding Council.
So intent was he on listening to student gripes that he spooned mayonnaise rather than clotted cream onto his apple pie - and then proceeded to eat it, with barely a flinch. Students have now granted him a new sobriquet - David Mayoville.
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