Learn to Cook with Jamie in The Sun

Since Jamie’s Ministry of Food came to Rotherham- this blog has stated that the project will have a negative effect on the town.

We have consistently argued that:

The Pass it On campaign is a flawed idea that will not work.

The main purpose of the show is to promote Jamie Oliver, sell his books and boost the sales of his sponsor Sainsburys.

The show will portray the town and people of Rotherham in a poor light by perpetuating myths and creating a false impression.

A celebrity driven TV entertainment show is no way to address serious issues.

Today- the marketing campaign for the show started in earnest with a two page piece in The Sun. Through the paper- you can collect 6 free recipe cards and DVDs.

To get a DVD- you have to fill in a form and take it to one of the participating outlets. Those outlets are branches of Sainsburys and WH Smiths- the chain that happens to be running a promotion on the forthcoming book: Jamie’s Ministry of Food- Anyone Can Learn to Cook in 24 Hours.

Just to repeat that so we are all absolutely clear-

To get the DVD and recipe card- you must go to the supermarket that Jamie promotes or the bookshop that is doing special promotion on his book.

Alternatively- you could go to Delia Smith’s Online Cookery School

and get step by step instructions on simple recipes for free at home.

Or go to BBC Get Cooking

to get over 100 video recipes at your convenience.

Or you could watch one of the digital TV channels dedicated to cooking.

Or you could watch one of the many cookery shows on normal TV.

Or, if you wanted to learn hands on- you could ask someone you know to show you how to cook something.

Obviously, if you did any of the above- you would have to accept that there is absolutely no reason for Ministry of Food to exist as there are tons of resources out there already if you want to improve your kitchen skills.
The accompanying article in The Sun is as expected. Rotherham is set up as some kind of militant ghetto dedicated to pie and chips. The ghosts of Rawmarsh are predictably awoken (not as effective without the video- but you’ll be seeing it enough soon so don’t fret). Jamie quickly runs through the list of characters who will feature in the TV show and modestly talks about how meeting him has changed their lives. It seems only he can save us.

This is just the beginning….