Why Are People Scared of Jamie Oliver?

By James Mills, Associate Partner, Lighthouse International

When it comes to shaping our attitudes about food, Jamie Oliver is arguably one of the most influential individuals in the UK and possibly abroad. He's made cookery shows that appealed to young males, inspired youth at risk to become chefs, and challenged the way children are fed in schools both in the UK and overseas. Now he is lobbying the UK government about a tax on sugar - so why are some people intimidated by a TV chef from Essex?

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