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Episode 4- No Fun

Jamie’s Ministry of Food was a massive success in Rotherham.

 

 

 

Such a spectacular success that the whole nation is ready to follow our lead and join the movement.

 

 

I know this, because TV told me.

 

 

Forget all the stat’s, the evidence, the government reports, the science, everything you have ever experienced in real life:

 

 

Pass it On is the only way we can effectively tackle obesity.

 

 

 

In fact, forget all that, because even when months have been edited into four hours- it has been impossible to show the campaign working.

 

 

 

Forget all that- TV told me how to judge if Ministry of Food has been a success. If he could get a few people to come to a party with free admission and free food on a nice Summers day- that would prove Pass it On was a winner.

 

 

 

Before the final acid test- we were given clear signs that the tide was turning. Bramall, a huge building firm used to handling multi million pound contracts, bought a hob for their staff room. Firm proof- and there’s more..

 

“Meanwhile a new company, 2010, with 640 employees has decided to come on board”.

 

 

 

Impressive- unless you know that 2010 are an ALMO, wholly owned and controlled by Rotherham Borough Council to look after their housing stock. So the council, who by this time are up to their necks in the failing scheme, prop it up yet again.

 

 

 

The All Saints Square HQ was buzzing too. 30 volunteers. Now that is impressive. Anyone with experience of volunteering will know how hard it is to get people involved. It must be a pretty inspirational gig that can pull 30 unpaid foot soldiers so quickly. This impression was slightly spoiled by them being shown not to know the basic idea behind the scheme. It looked like they’d signed up for “get to meet Jamie Oliver”. If the scheme is rolled out to other areas without the meet the celeb option- recruitment may well be problematic.

 

 

 

Forget the negativity though. We are told that the HQ has become a cauldron of activity and that it’s getting busier and busier every day. The word unbelievable is thrown about a lot. I can confirm that the impression given is not to be believed.

 

 

 

Forget that- get on board. All down to Herringthorpe for the big party. Free food, free entry, free stuff for the kids to do on a Saturday afternoon and, most importantly, an appearance by celebrity chef Jamie Oliver.

 

 

 

In my experience: if you want to show a big crowd- you shoot it from a distance in a wide shot. If you want to make a smallish crowd look bigger- you keep everything nice and tight so the screen is always full. Even when he took his little crew up on the slope- the camera kept tight on them to block out the wide open spaces behind.

 

 

Strangely, I got a warm feeling at the end of the show. It was inevitable that Rotherham Borough Council would pony up. To be honest- we were lucky to get off with a quarter of a million (for now). The warmth came from a strong sense of solidarity I felt with the people of Hull and Bradford. We are not alone. They too seem to be ruled by the same type of celeb worshipping drones. A burger on the playing fields and a photo opp’ with Jamie and they couldn’t wait to empty the public purse at his feet.

 

 

None of the neighbouring boroughs showed. If it was such a huge hit in Rotherham- surely an obesity hotspot like Barnsley would be eager to sign on the dotted line. Maybe they have got bogged down with all that boring listening to experts and coming up with a coherent strategy that some nerd politicians do. Them with their booming town centre and Digital Media Centre. What a bunch of squares. They should get down with Dolly and Jamie like our kool kats.

 

 

Or maybe they’ve seen what’s really been happening in Rotherham and steered clear.

 

 

So, that’s at least £250,000 worth of public money and counting. How much has Jamie’s Ministry of Food Ltd kicked in?

How much of the spin off book money is going into the “movement”?

Have a guess.

 

 

 

The damage to the image of the town may cost us even more in the long run. New descriptions in the press this week were “fat town Rotherham” and “Roly Poly” Rotherham.

 

The national spotlight does not shine on our town very often.

 

 

Mud sticks.

 

 

Kebabs for kids, cheesy chips, men who have never cooked in thirty years, hoists for 55 stone patients: to the ABC1 target audience,this is Rotherham without Jamie.

 

 

 

This was not an accident.

 

 

 

The final piece of voice over , delivered by Timothy Spall:

 

“…thousands of new cooks, who had never boiled an egg are making meals for their families and loving it.”

 

 

How did our poor simple town ever manage before he came?

 

 

Jamie will move on now. His next project is looking after the welfare of pigs. No scope for gags about Rotherham there then. He’ll only come back here to slag us off if the council stop funding his folly.

 

 

 

 

Of course he’ll continue to advertise a company that is one of the major suppliers of the fizzy drinks and ready meals he denounces. An organisation that encourages car use and chokes the life out of independent grocers.

 

 

 

So, public money earmarked to tackle obesity in Rotherham goes into a useless cooking scheme designed to promote Jamie Oliver.

 

 

 

Supermarkets such as Sainsburys are prime suspects when it comes to pushing products and lifestyle choices which are related to obesity, but he still happily promotes them and lines his pockets. 

 

  

 

Ever feel like you’ve been cheated?

Why Rotherham?

rom the start- we’ve been asking the question- Why did Jamie Oliver choose Rotherham?

The man himself has come up with a variety of unconvincing answers so far. Now- his Ministry of Food website has a section entitled Why Rotherham?

MofF SIte

“Jamie was originally inspired to start the movement in the South Yorkshire town of Rotherham so he could meet some of the Rawmarsh Community School women who were brought to fame around the world for allegedly passing chips and burgers through the school railings during his campaign to change school dinners.”

 

Notice the word “allegedly”. One person making these allegations was a certain Vicky Pollard lookalike. He claimed that the “scrubbers” had been shoving “Big Macs” through the fence. 100% untrue. If he just wanted to meet the women [presumably to apologize for making untrue allegations and helping to make them national hate figures], couldn’t he have done that privately and left it at that. That would have appeared a little more sincere.

Instead, in The Sun, Julie Critchlow told us that:

 

“He was very nice and listened to my side of the story for two hours. Then he told me he wanted to teach Rotherham to cook.”

 

So basically; the idea for the TV show was in place already and he was casting. The Rawmarsh media storm is the key to everything. A minor dispute between individual parents and a school built up to be some ideological clash between the thick, reactionary North and the savvy, aspirational Jamie nation. A fictitious event that meant it was impossible to question the motives of the Naked Chef. The Rawmarsh fence was Jamie Oliver’s Reichstag fire. You are either with him or on the side of the forces of darkness and must be destroyed.

 

The Channel 4 sales website exists to attract sponsors and adverts to upcoming projects. For months, Jamie’s Ministry of Food was pitched thus:

“ABC1 Women
In the First World War (sic) Britain’s nutrition was in crisis. The government responded by creating a new Ministry of Food.
Jamie Oliver believes we are currently in a similar state of crisis so he’s going to set up his own Ministry of Food. Co-opting his family and friends, he’ll use his home town of Southend as his base to continue his one man mission to stop good people eating bad food.”

 

That sounds a laugh doesn’t it? All of them pitching in to set something up- a bit like the one where Kerry Katona and Phil Tuffnell got their old school mates to build something. Or Challenge Anneka or Charlie’s Garden Army.

Hold on- this sounds a bit light weight. People aren’t going to buy this. To get people on side – we need to give it some edge. How about digging up that non issue from Rawmarsh?

Brilliant- we can keep showing that footage over and over again. We can throw in a couple of disclaimer lines to get the mums onside- but it’s the images that really stick in the head. We can also make a preachy show about the poor state of British cooking without alienating the ABC1 Southern female demographic we rely on. By casting a bunch of Northern losers- our lot can carry on scoffing their Sainsburys ready meals- safe in the knowledge that Jamie is not angry at them; just the really bad poor people. They’ll buy the book too. I mean; if it works for those Rotherham dopes- it must be good.

The imagery of Rawmarsh 2006 looms large over the project. Every piece of pre publicity mentions it- unfairly suggesting that Rotherham is one of the most unhealthy places in the country. Statistically- this is nonsense. But, as we all know [particularly those in TV production], statistics can be twisted, or invented, to suit your needs.

The Channel 4 sales site now reads:

“Jamie wants to start a food revolution and encourage British people to abandon their ready meals in favour of home cooking. He attempts to recruit one of the fiercest critics of his school dinners campaign: so-called ‘Burger Mum’ Julie Critchlow.”

Julie Critchlow The Sun that, in 2006, she:

“had no idea who Jamie Oliver was. I wasn’t particularly interested in TV chefs and I didn’t watch Jamie’s School Dinners.”
She only got the hump when Jamie started slagging her off unfairly.

Rotherham has already been described as “the nutritionally challenged town” [The Sun] and “the town of food sin” [BBC]. Wait till the show goes out. Our town is going to become the shorthand for poor health, laziness and plain ignorance.
Jamie has also come up with an alternative argument for coming to Rotherham.

Maybe because certain local elements have been pointing out that his “crusade” is built on a myth. Jamie has come up with a new angle:

 

Read: Why Rotherham 2

The Star – Two Years Late

The Star had a piece on Julie Critchlow today. They basically cut and paste all the quotes from yesterday’s Sun article and rattled them off without comment.

Our local evening paper getting their local stories by reading the nationals.

Is it any wonder they are going out of business.

The Rotherham Record have run two big guest editorials over the last two weeks: one slamming the exploitative nature of reality TV and the other arguing that the new government scheme aimed at getting kids cooking is flawed. Neither mentioned Ministry of Food.

Strange

Goths in Camden- Is This It?

Jamie’s Live Internet cook along was… I’m speechless.

He hung out in a North London pad and taught 2 ultra skinny, ultra posh goth kids two recipes. Tom was a fashion student and Ross worked in the Cyberdog store in Camden.

A live message board allowed people to ask questions. The people were mainly mates of the goths and a smattering of Jamie fans from- Oz, NY, China, Israel, Brazil and Texas.

A couple of people from Rotherham were about- and,  apparently, they were the only two even pretending to cook along.

Jamie showed his full range- getting ratty with those who were having difficulty keeping up, saying “Big love to the Rotherham posse” to his international audience and saying “fuck” before telling the live texters to keep it clean for the kids watching.

He gave us a classic Jamie fact:

“England is the 3rd most unhealthy country in the world”.

The nations of Africa and Asia must be ecstatic. Their levels of infant mortality and death through malnutrition must have improved massively to outstrip a G8 nation. Nice one Third World.

The whole thing was beyond description. I doubt if it will even make it to the show because obviously nobody was cooking at home (except the two Rotherham groups). Jamie said he thought that the Internet may be the key to getting people cooking. What about books and TV shows as well? Or basically all the other things that already existed before Jamie’s patronisathon.

I was mildly amused by the constant discomfort of Jamie- and his repeated questions:

“Any abuse?”

“Are they giving me abuse?”

He said was particularly worried that someone who had been giving him abuse ever since he’d been in Rotherham may be on the live text chat.

I suspect they just sat and smugly and watched as you dug that hole further.

It’s over pal. And it’s going to piss it down for the street party at the weekend.

Best move them goalposts again.

Two Goth’s cooking in North London while people in Brazil watch and text in: “where is Rotherham?”

Like the man said- it’s all about community.

 

No Blackmail

Leave Britney Alone

Read Jamie’s Website forum

Looks like  Mummy’s intervention rallied the believers.

And it seems they blame a media cicus from years ago for Jamie’s current problems.

The power of suggestion.

Man Behind the Mask

This week, the marketing push for Jamie’s Ministry of Food kicked off. Unfortunately for the producers- Jamie Oliver was at the forefront.

He very kindly confirmed pretty much everything this blog has ever accused him of in his interview with Paris Match. From the reaction; it seems that the mainstream is catching up and seeing Oliver for what he is. This is great news- as viewers have been forewarned of his attitude. As we have repeatedly pointed out- the premise Ministry of Food is built on is very shaky indeed. Before his mask slipped- many punters would have given the chubby cherub the benefit of the doubt. Now, he has spunked his get out of jail free card to cosy up to the French.

Today, there was a good piece by Brendan O’Neil in The Guardian.

Roasting the masses:
Jamie Oliver’s outburst against slovenly Brits shows what lies behind food snobbery – actual snobbery

Read it here.

O’Neil writes for www.spiked-online.com . If you read this blog regularly- you will find it a thought provoking site. If you are one of the Jamie fans that end up here by accident- don’t bother: it will upset you and make your head hurt..

In the article, O’Neil quotes from a chat did on the Channel 4 website around the time of School Dinners. This was another one of the rare occasions when his PR team allowed him to say what he really thinks. As well as calling us “white trash”- he came out with this pearl of wisdom:

“one of the biggest problems with food in general is that most of the effects of processed, cheap, crap food, which probably represents 70% of food eaten in this country, mainly has long-term slow and consistent effects on the mind, body and soul.”

Ignore the usual made up statistic and hearsay science- check the end.

The Soul.

If you don’t eat what Jamie tells you to- it will damage your soul.

Mull that one over.

Read Full Rantings of a Deluded Tosser

All this has come at a tricky time for Jamie’s Ministry of Food. 16 days away from the grand finale- and…it don’t look like it’s going to be that grand. If you live in Rotherham- you already know the impact of the campaign has been less than massive. The goal posts are already being moved and the criteria for calling Ministry of Food a success are being lowered by the day. Unfortunately for Jamie- some of us have been paying attention all along.

 

No Blackmail

Blinded by the Honk

Blinded by his love of honk- Jamie just can’t stop shooting his mouth off.

Latest salvo against the working class

Jamie was talking to Paris Match. He wants to shoot a TV series in France (new found love of French cuisine or strong Euro- you decide)- so he ingratiated himself with the natives by giving his own country a kicking. If you follow the link- you’ll see that many Telegraph readers agree with him.

The key section is:

“Commenting on the fact that 80 per of the British do not even bother sitting round a table for dinner any more, Oliver says: “It’s true in the centre of London and in the big northern cities. It’s linked to the new poverty.”

Regular readers will spot two classic Oliver tactics.  First- the made up statistic. Second- being very careful not to upset the core audience of suburbanites who buy his books.

They say they love Britain but they hate the People of Britain

They can nod along and feel self important. They see themselves the real British people. Those Northerners and inner city types are scum who leech of them. They can ignore issues that mean mean they would have to change their selfish lifestyles, like rampant car use and lack of exercise, and take comfort they are better than us. They look down on us. They despise us.

Jamie even says we’re worse than Africans- the ultimate insult from a Home Counties Tory.

This is exactly why the Pilsbury Dough Boy is coming to Rotherham- so that his core ABC1 book buyers know he is not on about them.

In March a Daily Mail article on the show was headlined

Jamie Oliver to teach the poor how to cook ‘the basics’ in town where mums opposed his school dinners campaign

The Poor (substitute the scum, the scroungers, the thick)

Our town has been chosen to represent The Poor. Don’t let anyone kid you otherwise. They hate us and this show is here to make money for Oliver and entertain his core viewers.

If you think anything else- you are a mug.

If you are down with Jamie- I hope that you back him by orgnising a boycott of his Dad’s pub. I also hope that you will join his campaign against rampant consumerism by picketing Sainsbury’s Savacentres.

Beer is ace. It is an important part of Rotherham culture. Watch any of Jamie’s shows and then watch:

this short film about a quiet drink and a meal in Rotherham town centre.

I know which I think looks more fun.

 

No Blackmail

Big Mouth Strikes Again

The marketing campaign for Jamie’s Ministry of Food project is underway. Like his beloved supermarkets, Oliver starts pushing the Xmas tat early and the move to get ‘Jamie’s Ministry of Food: Anyone Can Learn to Cook in 24 Hours’ into your stocking is on.

Jamie kicked off his season of promotion with a Q & A at the Edinburgh festival. You will probably have heard about his controversial comments when trying to laugh off criticism of his Fowl Dinners show.

Jamie Insults Germans

As we have seen repeatedly, without the benefit of extensive editing, Vicky Pollard features spews out a flow of nonsense. The Holocaust headlines were the only coverage his Edinburgh talk received in most papers. The exception was The Guardian but, as they had promoted the event, they unquestioningly repeated his ramblings.

Here are a few of the lowlights- with some fair and balanced commentary.

“Oliver, speaking in a one-on-one interview session at the MediaGuardian Edinburgh International Television Festival today with Peter Bazalgette, said that his passion for “campaign telly” came at a high personal cost.
“Campaign telly is the hardest in the world to do. You’ve got to be sincere and it has to come from the heart. You can’t invent it,” he added.

He said that Channel 4 show Jamie’s School Dinners had cost him “personally” £350,000.”

It has to come from the heart? In this report, Jamie admitted he picks his projects by what sells with his core audience. He’s never going to tackle anything that could hit him in the pocket.

The idea that the show personally cost him £350,000 is total bollocks. If that’s the amount his highly profitable production company put into the show- then that’s not his personal money. I would find it surprising if a show that was such a hit would lose so much money. If Oliver means that he missed out on other earnings due to working on his “campaign telly”- then that is ridiculous.

Plenty of British people, certainly hundreds and possibly in the hundreds of thousands, can cook as well as Jamie Oliver. His entire success is based on him becoming popular through being on TV. Without TV exposure- a chef is not going to sell any books.

After School Dinners- Jamie Oliver was hailed as a national hero. His enhanced profile meant his books flew off the shelves and guaranteed the green light for any TV project with his name attached. Even if you believe he spent £350 k of his own honk- in marketing terms it would have been a snip. Do you think he would be in a position to open his chain of Italian  sub-Café Rouges or serve up excrement like Ministry of Food if School Dinners hadn’t happened?

“Oliver added that there was a scene in Jamie’s Kitchen that wife Jules did not want to appear in – and that she had not signed a release form – but “it got put in regardless”.

“Don’t bother signing release forms – they mean absolutely nothing,” he quipped.”

From the off, we’ve been warning people about the exploitative nature of this type of show. Those of you who are content to put your trust in Jamie may think again after hearing that. If he treats his wife with so little respect- what do you think he cares about a bunch of Northern monkeys?

“Oliver also elaborated on how his decade-long association with Sainsbury’s has, on at least two major occasions, threatened his wider media interests.

He was forced into making a public apology for rounding on Sainsbury’s for not publicly rallying to his battery hen cause, for the Channel 4 show Jamie’s Fowl Dinners at the start of 2008.

“Some supermarkets turned up, they didn’t,” he said, remaining defiant about making the outburst.

“At the end of the day my first and biggest employer, for 10 years now, is my public. If you lie to them that’s it. End of story,” Oliver added.

“It did get me in trouble [with Sainsbury's] … I’ve got a reasonably big mouth. Sometimes I felt like a chef and more often a professional shit stirrer.””

This is more like it. Jamie the folk hero- sticking it to the man. Unless you have any memory about what actually happened.  Jamie Oliver made a very mild comment about Sainsbury’s not backing an event.

Then, The Telegraph reported:

“The 32-year-old has … written an open letter to Sainsbury’s chief executive Justin King saying: “I am happy to confirm what I have said on several occasions: that Sainsbury’s has the most to be proud of on this important animal welfare issue.

“I would not have continued working with Sainsbury’s for so many years if I did not believe that you were showing real leadership.”

On BBC Breakfast- he said:

“The passion for the subject got me in a pickle where it was able to go in papers and look like I was criticizing Sainsbury’s.”

“Sainsbury’s did do more than their bit and yes I was perturbed that they were not there at the live event purely and only because I knew it would look bad when they had no reason to look bad.”

 

See- Jamie’s employer is not the British public- it is the supermarket that pays him £1.2 a year. He says one bad word about them and he is forced to write a groveling public apology and drag his sorry ass round breakfast TV studios praising them to the rafters. That’s his version of remaining defiant. Hardly Tank Man in Tiananmen  Square is it? Backtracking one hundred percent on what was in his show. Do you think he will offer the same apologies to any of the people he misrepresents on his forthcoming show?

Now the dust has settled- it is in the interests of both Sainsbury’s and Jamie to play up his slightly bad boy image. It’s good for business and complements their current series of adverts.

“Oliver also elaborated on the nature of his departure from the BBC, for whom he made the early series of Naked Chef that made his name, because of corporation’s growing unease about his relationship with Sainsbury’s.

“I got sacked. I kind of did. They felt that the Sainsbury’s ads looked like the Naked Chef,” he said. “I wanted to stay but they wanted me to personally indemnify the programme.”

The BBC, Oliver added, wanted to be protected from any potential conflict of interest over future series arising from his Sainsbury’s relationship.

He said that in hindsight there is a much better fit with Channel 4 than BBC1 or BBC2.”

 

“I got sacked. I kind of did.”- Or put another way- the BBC pointed out that doing carbon copies of a show as adverts is a totally unacceptable practice. On being told this, Oliver shipped out and followed the money. His love of Sainsbury’s honk meant he slipped to a level where he was ridiculously over exposed. He only rescued the position by reinventing himself as a campaigner. He is now playing exactly the same trick- with Sainsbury’s feed your family for a fiver ad’s perfectly complementing Ministry of Food. After that “£350,000” marketing spend- he thinks the GBP will forgive him anything.

 

No Blackmail

J’Accuse – Jamie Oliver M.B.E.

Why does Jamie Oliver keep getting involved in these campaigns?

School Dinners, Ministry of Food, Stop the Working Class Eating Chicken, Train ASBO kids as Low Paid Kitchen Fodder-

You name it – he’s on it.

What motivates him to give so much of himself for the little people?

What drives him on to seek out new projects?

Here’s my theory.

Jamie Oliver was born in 1975 and brought up in rural Essex pub. His family were Tories and the area he grew up in was synonymous with the uncaring, “no such thing as society” ethos of 1980s Thatcherism.

Oliver got a job at the River Café. One day a TV producer making a documentary spotted him in the kitchen and the Naked Chef series was created. The producer had been looking for someone young to front a cookery show and, with his unthreatening, “chicken” looks, Oliver fitted the bill.

The idea was to create a kind of Britpop chef and build a show around his life.

The producer was Pat Llewellyn of Optomen Television. Optomen Television rented the flat for him and Pat Llewellyn guided him through the show by asking him questions. With heavy editing- they came up with a storyline of the hip young chef hanging with is buddies. Kind of the Monkees without the looks, tunes or personality.

The show was a hit and this enabled Jamie to do what he really cared about- ruthlessly making money in the Essex man stylee. Oliver signed a mega deal with Sainsbury’s to recreate his TV show as an advert. Same idea- he goes out with his ‘real’ mates (always including one black, one Jew, but none of them disableds as they put you off your dinner) then all back to ‘his’ for a slap up meal.

Absolutely no sign of any social conscience so far. So what was the road to Damascus moment that was the making of St Jamie?

The BBC suggested he should knock the Sainsbury ad’s on the head. He was ridiculously over exposed and appeared to be lining his pockets by copying a format shown by a public service broadcaster. Like many who get success young- Oliver had apparently developed into a full blown tosspot who believed his own hype. He left.

So at this point in his career- you had a kid who had been handed success on a plate and he had milked it for every penny. The public were tired of his act; Britpop was as dead as the T-Rex.

If he wanted to keep doing what he loved (stuffing fivers in his wallet) he had to reinvent himself.

Channel 4 signed him and Jamie’s Kitchen was born. His first “social enterprise” hit pay dirt.  His Bash St Kids were selected from a host of applicants on the basis of their value as soap opera characters. Again, heavy editing created a new Oliver character. This time, the caring, “doing it for the kids” dude. And he could keep doing the Sainsbury’s ad’s.

Unsurprisingly- he liked the sound of this. School Dinners followed and now Ministry of Food. Each time- the Sainsbury’s ad’s have continued. The man who shut down the Turkey Twizzler factory sees no contradiction in promoting a company with shelves full of similar products. In the run up to Ministry of Food- the ad’s are on a theme of feeding your family for a fiver with home cooking. Surely not up his own tricks of blurring the line between his TV shows and adverts again is he?

The lack of sincerity is staggering. His next great cause is already decided. After ‘saving’ the poor folks of Rotherham- he is going to save pigs.

Why pigs you ask. This report explains:

“Celebrity chef Jamie Oliver has pledged to make being a “champion for pigs” his next worthy cause.
Oliver, who has already championed free-range chickens in his television documentary Fowl Dinners, was speaking at the annual literary festival in Hay-on-Wye, mid Wales.
He said he had considered concentrating on beef or milk, but went with the popular choice of pigs after asking his audience.”

So there you have it. Jamie really cares about…whatever will sell with his audience. He looks for “his next worthy cause”, does some market research and drops it if it doesn’t play well with the ABC1s. It’s all about making the TV shows, making the adverts and selling the books. It was when he was the cheeky Naked Chef and it’s exactly the same now.

Don’t believe me. This is from a recent interview. Oliver was asked what his next project is. He said:

“Fifteen really looks after itself now and there’s a great team of people at the various restaurants all over the world and the chicken thing has got Hugh all over it. I’m excited about the Jamie’s Italian restaurants – we opened Oxford already and that’s doing really well. We open Bath and Kingston later this year and then Brighton, Cambridge and a few others next year. And I’m working hard on a new book and TV project for the autumn and you’ll find out more about that in September”.

 

Fifteen- moved on

The chickens- done with.

Ministry of Food- this burning passion he is pursuing in our town. The thing he was driven to do to get rid of images that haunted him. His crusade to change the health of the whole of Britain. It doesn’t even get a mention by name. Slipped his mind altogether this all consuming passion of his.

See, when you’re selling something- you don’t want to confuse the punters. Currently, Oliver is selling his chain of restaurants. Rotherham is just:

“a new book and TV project for the autumn and you’ll find out more about that in September”.

If you are involved in Ministry of Food- I hope you are getting paid as much as the people Jamie pretends to be friends with in his adverts. You are basically playing the same role- background artiste in a marketing campaign to boost the £20 million plus fortune of Jamie Oliver M.B.E..

 

No Blackmail