He still cooks with meat but he does good things with his encouragement for people to eat healthily, and that means growing their own vegetables.
Via the Guardian:
Now Jamie Oliver wants Britain on a wartime diet
Â· TV chef inspired by ration book and Dig for Victory
Â· Rotherham in front line for new assault on junk food
Owen Gibson, media correspondent
Saturday March 29, 2008
Inspired by the second world war era Ministry of Food, Jamie Oliver has promised to do for all of us what he did for schoolchildren’s eating habits.
Starting in the South Yorkshire town of Rotherham, Oliver said he would take inspiration from the Ministry of Food’s campaign to encourage families to Dig For Victory, grow their own food and make the most of their wartime rations.
“We spend over Â£2bn a year on ready meals, and that’s not even counting junk food and takeaways,” said Oliver. “Millions of people up and down the country are really busy, they’re on tight budgets, and no one has bothered to teach them how to cook.
“It’s no wonder that the last thing they want to do at the end of the day is cook a meal from scratch.”
Oliver said the Rotherham scheme would be rolled out nationwide if it was successful, in much the same way as his campaign to improve school dinners spread across the country.
He said he had chosen Rotherham because it was the place where he faced the toughest resistance to his school dinners campaign, with mothers famously passing junk food through school fences to their offspring.
“Rotherham is a typical British town; this isn’t about me wagging my finger at people, here or anywhere else, it’s about finding out what problems people are facing with time, budget and cooking know-how,” said Oliver. “Then we can see what help and support they need. Yes, people should take responsibility for their own health, but they need help and the tools to fix it.”
Oliver was pilloried for overexposure during the early stages of his television career.
But he went on to become an award winning paragon of public service television with his series Fifteen, in which he employed novice chefs from unlikely backgrounds, and Jamie’s School Dinners.
But he was recently forced into a very public apology to Sainsbury’s, which pays him handsomely to appear in its adverts, after erroneously criticising its failure to participate in a programme about the ill treatment of chickens.
And he was criticised by media regulator Ofcom for promoting a kitchen device bearing his name during his most recent series, Jamie at Home.
Channel 4, which will air a four-part series based on the scheme this year, hopes it can combine public purpose and ratings in the same way as Oliver’s earlier series and its Big Food Fight season earlier this year.
“If we can get people in one town cooking, I want to establish a blueprint that can get people cooking across the whole country this year.
“I’m currently looking at exactly what needs to be done to make that happen,” said Oliver.
“It may feel like a mission impossible, but it’s too important for us to give up,” he added.