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Jamie Oliver: The Naked Chef means well but is simply not a politician (illustration by Michael Daley)

How does Britain love Jamie Oliver? Let us count the ways. It is near-impossible to criticise the onetime Naked Chef — now TV celebrity, restaurateur and multimillionaire — whose affable, cheeky personality has gained him a cult following since his 1999 screen debut. Like Gordon and Nigella, he belongs within that hallowed circle of first-name-only culinary figures — no mean feat with such a common name.

But then Oliver is no stranger to pulling off admirable feats. Besides his celebrity chefdom, the 40-year-old is as noted for his charitable endeavours. In 2005, Oliver launched the Feed Me Better campaign, accompanied by the television show Jamie’s School Dinners. By entering school canteens to probe children’s diets (nutritionally empty junk like pizza and chips), Oliver also entered the political sphere. The programme led to the banishment of the infamous Turkey Twizzlers after more than 200,000 people signed an online petition, and under the public pressure whipped up by the show Tony Blair agreed to improve school meals. The campaign won Oliver Channel 4’s “Most Inspiring Political Figure of 2005”.

Ten years later, Oliver seems to be taking another shot at the title with his sugar tax campaign. He recently appeared before the House of Commons Health Select Committee and lobbied David Cameron for the introduction of a 20 per cent tax on sugar-sweetened drinks, in a selfless attempt to reduce the waistlines of the two-thirds of Britons classified as overweight or obese.

So how could one overrate him? Shouldn’t we bow down before St Jamie or at least make him Prime Minister? But Jamie Oliver isn’t a politician. He’s a chef, using global celebrity to try and push through Bills with which many elected politicians disagree.

His words before the Select Committee demonstrated both the popular appeal that got him through the parliamentary door, and his unsuitability to speak authoritatively on such issues. The food industry is like a child, he said, and “when my kid is a little bit naughty, gets a bit lairy, it goes on the naughty step”. Such populist language may work on cookery programmes but it rides roughshod over the nuanced policies and intricate regulations that comprise governmental food policy.

Any means to an end, perhaps. If Oliver’s pressurisation of the government leads to less obesity, then he can be forgiven. But will it? Evidence suggests that his previous campaigns have not been the long-term successes that the initial praise implied. Reports in 2011 showed 400,000 children having deserted school dinners since junk food was banned, prompting the then Health Secretary, Andrew Lansley, to tell the British Medical Association that “lecturing people” can be “counterproductive”. Interference such as Oliver’s sparks a stubborn reaction in people who refuse to kowtow to the nanny state.

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December 19th, 2015
8:12 PM
You people need to relax.

John M
November 29th, 2015
10:11 AM
You missed one other part of Jamie's hypocrisy... namely that every time he launches one of his little crusades on TV it's always about 1 month before his next shitty Christmas book is launched. Frankly I think he only does it for the free advertising

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