I hear your call for consistency, but what facts are you working from with your questions here?

Do you really think that with all of the numerous people involved in creating the media that is fronted by Jaime, he’s really a multi-millionaire? And even if he is – do you have a problem with the fact that he’s tackling a big problem that faces the world in an innovative way, and trying to make a positive change?

I’ve watched his shows and his enthusiastic support for fresh, unprocessed food, cooked simply & deliciously, enjoyed with friends and a good dose of joi de vivre. I say he deserves wealth, success and distinction for the energy he spends trying to help others and improve the world. Sure – he can be a bit dramatic in his presentation, but in this case that is an asset to his cause.

Bravo Jaime – may success be yours, and ours! Keep up the good work.

I love food, all kinds of food and am keen to try different cuisines. Unfortunately I do not like cooking – for 3 key reasons:
a) I believe I cannot cook good food; and
b) I believe that cooking kills ones hunger; and
c) I like to eat what my wife cooks – most of the times :-) you know the home cooked food feeling.

I suppose the second one can be overcome; but for the first one I sometime think that I should somehow start to love cooking – so that I can truly enjoy all types of food without blowing a hole in my pocket (by eating out at restaurants).

I wish I had learnt cooking when I was younger and had learnt to love cooking… I’m not sure if it is too late to learn now… But if I do – I’m pretty sure that I’ll have a much happier wife at home.

Lets be clear, all his endeavors have also paid him well (books, restaurants, TV shows, advertising) AND they have all been funded by other people to begin with i.e. Jamie Schools Dinners was a commissioned programme. I believe Jamie Oliver is a multi millionaire.

It seems odd that you award a prize fund to a multi millionaire, especially in a year when the opportunity to win has reduced by from 3 prizes to 1.

Finally, with all the above said, I am also highly concerned with Jamie Oliver’s consistency. Whilst claiming accolades for promoting healthy eating and supposedly tackling the causes of this issue – such as taking on the supermarkets (who actively promote junk food, poor labeling, pre-packaged meals and destroy local produce and producers), Jamie Oliver also appears on UK TV regularly promoting a major supermarket chain (who pays him well) and promoting the cheap food they serve up and the credibility of their brand.

On one hand promoting healthy eating, local produce, quality ingredients etc. and the other he promotes supermarket shopping, family use of supermarket cheap foods and presents all this as his role as educator/ food expert. I assume a ’successful’ campaign will therefore lead to greater use of supermarket for shopping and subsequently less healthy eating, greater exposure to unhealthy foods and marketing/ promotions (e.g.2 for 1) and greater difficulty for local and healthy food producers to compete – especially with Jamie promoting supermarkets. Is this part of Jamie’s vision or just a pay day? (worth millions)

Maybe Jamie’s wish will be for more advertising contracts? Or maybe he will wish for all school dinners to be sourced from Sainsbury’s Basic range? Pondering but disinterested. There is a lack of credibility here amidst the gushing praise for our prizewinner.

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For example I found that “losing weight” wasn’t working for me so I decided that I would create personal campaign to “give away my weight for charity”. Every danger item that I say “no” to has a $ value e.g. a chocolate bar, glass of wine, extra slice of toast. This money is saved into a jar and I make a monthly donation to a charity such as the Hunger Project.

Perhaps such a campaign can encourage people to reduce their consumption because they are “doing good for themselves and others by eating less”.

He has inspired, encouraged, nagged and shamed us into improving our diets and therefore that our children. As a celebrity he probably doesn’t need any more publicity, but well done TED for recognising that popular culture can change its world.

~Rose Cole