BBC Africa Business Editor, Larry Madowo, caused a stir on various social media platforms after he posted a video of himself enjoying raw meat.
The video, which was taken at a restaurant in Addis Ababa, Ethiopia was uploaded on Wednesday, going on to elicit thousands of reactions.
"You’ve been wasting your time cooking your meat! I ate raw meat in Ethiopia and it changed my life! Spread the word," an excited Larry posted on his Instagram page.
His new found zeal for strange delicacies made the headlines last month after he documented himself trying out roasted mice while in Malawi.
Madowo was in the company of four of his friends and colleagues as he tried out the local delicacy for the first time.
One of his friends was quick to point out that one needs to have a stomach of steel to handle the totally uncooked meat that has been on the menu in Ethiopia for centuries.
Madowo's Ethiopian friends were eager to know what he thought of their treasured delicacy but his cheeky response was that it tasted like uncooked meat.
Locally known as tere sega, the uncooked meat is dipped in flavoured sauce prepared according to an individual's taste and preference.
Folklore tales claim that raw meat was a war-time invention in Ethiopia — or perhaps "necessity" is a better word, given that troops that cooked their meat were easily sniffed out by the enemy and slaughtered in their sleep.
The troops reportedly figured out that it was the smell of raw meat and smoke from their fires that was giving away their positions thus resulting in the consumption of the uncooked meat as an act of self-preservation.
According to world renown chef, Marcus Samuelsson, the recipe came about during one of the many wars between the Christian Gurage and the Muslims, when the Gurages were hiding out in the mountains and needed to develop quick-cooking meals they could prepare without attracting attention from big, smoking fires.
Here is the video of Larry Madowo trying out the Ethiopian delicacy:
