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Jamie Oliver Launching US Version of Magazine


Looks like he'll be hitting American newstands as early as next week

While Jamie Oliver may have taken over U.S. television in the form of Food Revolution, Oliver's publishing ventures have yet to make it stateside.

Luckily for fans of the chef, CBC reports that an Ottawa publishing company is taking charge of Jamie: Making You a Better Cook, and a North American edition may be released as early as next week.

The original magazine, which has been published in Britain for four years, will be revamped to fit North American needs, covering topics such as Nova Scotia cuisine, and changing up metric measurements for American readers. Also, British lingo is out; "gammon" will be changed to "ham," for example.

North American magazine readers can no longer feel left out of the Oliver universe, and online readers will reportedly get an app with Oliver's recipes and links to buy certain products.

Eater reports the first issue will have a feature on burgers, plus the aformentioned Nova Scotia story, hitting newsstands Nov. 14.


Jamie Oliver makes speedy pizza with just three ingredients for the base

You can't beat a quick and easy homemade pizza &ndash and Jamie Oliver just wowed us with his latest recipe.

The celebrity chef shared a brilliant cheat's version of a deep pan pizza with his Instagram followers and not surprisingly, they went a little mad over it.

He wrote: "Homemade deep pan pizzas with just three ingredients for the base &ndash flour, salt, water!! So easy! We&rsquore talking crispy on the outside, spongy in the middle. plus you only need one pan so minimal washing up!

WATCH: Jamie Oliver shares a look inside his kitchen

"I&rsquove given you one of my favourite flavour combos for the topping here, but you can use whatever you&rsquove got. Get creative and get stuck in! Full recipe in my bio. Happy Friday."

Jamie also posted a video tutorial of himself making the pizza, in which we see him top his pizza with sausage meat (he squeezes the meat out of the sausage casing to make little meatballs), red onions, jalapenos and cheese.


Jamie Oliver’s version of Jollof rice does not go down well with West Africans

Chef Jamie Oliver has enraged West Africans by cooking up his own “interpretation” of a classic dish.

Oliver’s version of Jollof rice, which is famed in the region, led thousands of people to post angry comments on his website with food pundits saying they were “surprised” at the recipe.

The rice is traditionally made with tomatoes and spices, but the television cook’s version included whole vegetables such as “on the vine” cherry tomatoes, onions, bell peppers and scotch bonnet. It went on to advise readers to use coriander, parsley, and a slice of lemon, none of which are usually associated with the recipe.

It went unnoticed for months after being posted in June, but furious comments began appearing on the website last week before social media users joined in the conversation. Now, the quirky recipe has attracted around 4,500 comments.

In the past 24 hours Twitter users have started labelling the scandal #jollofgate, after it sparked a flurry of criticism.

The Motley Musings blog, which discusses how Africa is represented in popular culture, wrote: “People were surprised that this recipe was so much different to the original.”

The blog warned that people in West Africa took their food seriously.

Oliver said that he had created his interpretation after considering many traditional variations of the rice.

The blogger continued: “We have to ask ourselves who actually benefits from Jamie Oliver's 'appreciation' of Jollof rice. This doesn't necessarily translate into value for Africans. For so long, different African cultures have been appropriated without any direct benefit to Africans themselves, and people are particularly sensitive to this.”

BBC Africa’s Vera Kwakofi said increased exposure of the dish wasn’t necessarily a good thing.

“The danger is that in five years his version will become the official one,” she said.

Jollof rice also caused a stir last year when supermarket Tesco removed its Jollof recipe from its website after Twitter users branded it inauthentic.

A spokesman for Mr Oliver said: “Obviously there was no intention to offend anyone which is why the recipe printed on the Jamie Magazine website is described as 'Jamie's twist' on Jollof rice.”


Jamie Oliver's Everyday Super Food diet: 3 taster recipes

Last year, as his 40th birthday loomed, Jamie Oliver went on a personal journey "through the world of health and nutrition" which saw him shed two stone after introducing more superfoods such as chia seeds, avocado, nuts and quinoa into his diet, and the popular celebrity chef is currently sharing his secrets to healthy eating with Jamie's Super Food on Channel 4.

CLICK ON PHOTOS FOR A TASTE OF JAMIE OLIVER'S SUPER FOOD RECIPES

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Click photo for the recipe for tasty fish tacos


The six-part series sees him travel to the healthiest places on the planet &ndash Costa Rica, Okinawa in Japan and the Greek island of Ikaria, which has the "most centenarians in the world" &ndash to discover their secrets to long life.

The Essex-raised chef has also penned a beautiful tie-in cookbook that's packed full of nutritional recipes, that, he says, "will inspire and empower you to live the healthiest, happiest, most productive life you can".

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This grilled corn and quinoa salad contains mango, feta, herbs and tomatoes


Containing healthy recipes for breakfast, lunch and dinner, Jamie's latest kitchen tome called Everyday Super Food is a guide to a healthier lifestyle, à la Jamie. It's a culmination of his foodie findings together with advice from nutrition experts including doctors, scientists and professors he even studied for a nutrition diploma on his quest to find food to "feed, fuel, fix and nourish" the body.

Expect to find the likes of Asian crispy beef with brown rice noodles, and "loadsa salad", muffins made with sweet potato, "happiness pasta" with wholewheat fusilli, omelettes with spinach and rye bread, and pancakes with wholemeal flour and vitamin-packed berries.

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Jamie's skinny carbonara is made with crushed peas, bacon, fat-free yoghurt and wholewheat spaghetti


Healthy chicken caesar salad is made with raw cauliflower, which provides twice as much vitamin B6 and three times as much potassium as when it's cooked and "skinny carbonara" promises to be as tasty as the classic recipe with wholewheat spaghetti, blitzed peas, flaked almonds, basil, Parmesan, fat-free natural yoghurt, one rasher of streaky bacon, an egg and a lemon.

As well as bursting with delicious, healthy recipes, Everyday Super Food provides helpful information on cleaner living, including Jamie's balanced plate philosophy &ndash a plate ought to be made up of one-third vegetables and fruit, one-third starchy carbs, one-sixth protein, one-sixth dairy and a small amount of fat/sugar-high foods.

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Everyday Super Food by Jamie Oliver shares recipes for healthy living


Worried about healthy eating breaking the bank? Don't be. According to Jamie&rsquos team, meal portions cost £2.50 at 2015 prices from the supermarket, local butchers and fishmongers.

Everyday Super Food by Jamie Oliver is published by Penguin Random House
ⓒ Jamie Oliver Enterprises Limited (2015 Everyday Super Food) Photographer: Jamie Oliver


Jamie Oliver's lamb meatballs, chopped salad and harissa yoghurt

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  • 400g lean lamb mince
  • 1 heaped tsp garam masala
  • olive oil
  • 1 pinch of saffron
  • ½-1 fresh red chilli
  • 2 spring onions
  • ½ a bunch of fresh coriander
  • 2 cloves of garlic
  • 1 x 400g tin of chickpeas
  • 350g passata
  • ½ a cucumber
  • 2 little gem lettuces
  • 1 bunch of radishes
  • 2 ripe tomatoes
  • 1 tbsp extra virgin olive oil
  • 1 lemon
  • 1 heaped tsp harissa
  • 4 heaped tbsp fat-free natural yoghurt
  • 8 small wholewheat tortillas
  • 1 orange
  1. Mix the mince in a bowl with salt, pepper and the garam masala • Divide into 4, then roll each piece into 4 balls with wet hands, placing them in the frying pan as you roll them and adding 1 tablespoon of olive oil • Toss regularly until dark golden all over • Put the saffron into a cup, just cover with boiling water and leave to soak.
  2. Finely slice the chilli, trimmed spring onions and coriander stalks (reserving the leaves), put them into the large pan with 1 tablespoon of olive oil, then squash in the unpeeled garlic through a garlic crusher • Fry for 40 seconds, then add the saffron and its soaking water, the drained chickpeas and the passata, cover and bring to the boil • In a small dish, swirl the harissa through the yoghurt.

Roughly chop and mix all the salad veg for the salad on a board • Add the extra virgin olive oil and lemon juice, then season to taste • Loosen the sauce with a splash of water if needed, then pour into the meatball pan and season to taste • Microwave (800W) the tortillas for 45 seconds • Serve it all with orange wedges and a scattering of coriander leaves.

Recipe courtesy of 'Jamie’s 15-Minute Meals' published by Michael Joseph, Penguin
© Jamie Oliver 2012, www.jamieoliver.com


Related Video

This pasta dish was one of my favorites at a neighborhood restaurant when I lived in Paris and dated a vegetarian. I’m not sure this recipe works for the home cook though. I’ve made Pasta alla Norma at home before with better results. I mixed the tomatoes and eggplant as per the instructions and it definitely ruined the texture of the eggplant. The flavor of the eggplant was overwhelmed by the tomato. I used the standard American puréed tomatoes which might not be sweet enough. It’s also possible that I over salted which didn’t allow for the contrast that ricotta salata can bring to this dish or the ricotta salata I bought just isn’t right. Anyway, this could be a beautiful dish but I find I only get it right 1 time out of 10. Good luck!

I honestly think adding the tomatoes totally killed this pasta. The eggplants were so amazing: gooey on the inside but crispy on the outside. I should have trusted my instinct and have gone "in bianco". Once I poured tomatoes over them the texture was completely killed.

I just loved this recipe. Added fresh bay leaves, which I had seen in another recipe, and added a pinch of red pepper flakes. I could not get enough of this.

I am Italian and was raised to simmer my sauce overnight. That being said, this was delicious, quick, and easy! I love the addition of eggplant, which is not something we typically eat! We all loved it and will now eat eggplant more as a result! Thank you for a truly simple recipe that is yummy as well! Perfetto!

This is great! Not sure why it has so few reviews. Eggplant is substantial and provides great texture: an excellent meatless meal for a couple of meat lovers.

My boyfriend and I made this last night, and we loved it. We cut the recipe in half, and used 2 c. dried farfalle for 2 people. We had plenty of sauce for the amount of pasta. We had a large eggplant, and we didn't use all of it. We just added it to the tomatoes until we felt the ratio looked good for our taste. We also bumped up the vinegar to around a tablespoon. Plenty of fresh basil is essential. It adds so much fragrance. We will definitely make this again.

1 pound of pasta is waaay too much for four servings, and for the amount of veg. Use a fraction of that and it'll be delicious.

Very disappointed in this recipe considering the many good reviews. flavor was just okay. really needed more spice-wise. would not make again. Did add some sauteed red onion in it, but that couldn't save it.

Such an easy peasy delicious dish! I used fresh tomatoes instead of canned, and white wine instead of white wine vinegar. Also, as others have suggested, crushed red pepper worked perfectly for the dried red chili. I will be making this as long as eggplant is in season. Yum!

This dish was very bland. I was short on basil, but I don't believe that would have saved it entirely. There's definitely a need for tomato paste for a flavor and texture boost.

Thank you Jamie for an easy & delicious eggplant dish. I replaced the linguine with orecchiette or you could try farfalle. I liked adding the chopped basil stems, really tasty. I'll look forward to making it again soon.

Loved it. I sprayed a cookie sheet and put the eggplants on that and sprayed them with olive oil and broiled them till they were looking done. Got fresh Basil from my neighbor and some local fresh eggplant. I used white wine vinegar. Quick and easy! Gotta like that.

Not being a huge eggplant fan, I was skeptical, but it turned out really great. We only used one eggplant, and used fresh oregano as well as dried, and used white wine vinegar instead of herb. Beware of how much oil the eggplant will soak up at first!! Don't feel like you need to add moreit will eventually come out of the eggplant as you cook.

Very good! We used one whole Jamaican hot pepper and boy did that spice it up. Lots of fresh basil AND parsley to overcome eggplant's natural tendency towards blandness. Even better after it sat overnight. Also, we used goat feta cheese and sprinkled some romano in place of the ricotta/parmesan.

OK. Kind of bland, maybe because I used dried basil as fresh is not in season. Maybe a splash of red wine or some chopped anchovies would give it more of a kick.

This recipe was unclear, having you divide the ingredients and not specifying when to put the second half in the pot. Also, it says it makes 4 servings when it is more like 10. And finally, this dish was very uninteresting considering the time it took to make it. I had to cook the eggplant in four batches, and the complete cook time was an hour.

Really good! I didn't think I liked eggplant, but I really enjoyed this recipe. The vinegar does give it a bit of a interesting kick. I'm going to have to try that in other pasta dishes. I forgot to add the basil and I didn't add cheese, but it was still delicious. The only negative was that it's a bit on the greasy side. probably because of all the oil needed to sautee the eggplant. Maybe I'll grill it or broil the eggplant (before adding it to the sauce) next time to cut down on the oil

I made this last night. As my husband ate this these were his comments. "This is very nice" then "This is very good" then "This is top rate" "Definately have this again' I guess its a keeper!

Fantastic dish. I used crushed red pepper instead of a chili pepper and used red wine vinegar instead of white. You need to add salt to this dish to pump up the flavor a bit. Also, the second time I made it - I used pressed/crushed tomatoes instead of diced so that the sauce would be a thicker sauce. Great both times.

I needed a simple recipe to use up the surplus tomatoes and eggplant from my garden. This did the trick and will be added to my box of "keeper" recipes. The herb vinegar was a nice touch.

Ah, lovely. This is so simple, so easy (you can't fail), perfect as it is or great as a base for a lot of other things. I added some chicken and had it with spaghetti and fresh white bread - that's perfection, actually.

Very tasty! Good balance of eggplant to tomato. I was worried it would be too "tomato-y" as I'm not always a fan, but the basil made it work. I couldn't taste the oregano, maybe I didn't use enough (eyeballed it). I used queso fresco for the cheese because it was all I had, Iɽ probably use fresh parm next time. All in all, fairly simple and super tasty! Oh, and filling!

A keeper. We love eggplant in this house, and this is our favorite recipe for it lately. The dish is down-home enough for everyday but exquisite enough for company. We've made it several times and it's always a hit. If salted ricotta isn't available, I've found that dribbling a few chunks of fresh/traditional ricotta works splendidly.

I liked this. I used too much oil and too much basil though, I think, because it ended up being too sweet for my taste and a bit too oily. Just soaked up that extra oil with cheese though, yum yum!

Very tasty, the vinegar adds a nice kick. Great and different way to use eggplant.


Good risotto requires constant stirring, which effectively chains you to the hob. That makes it ideal for a long, relaxed cookalong with your friends on Zoom. Choose a basic risotto recipe (I trust Jamie Oliver’s) and customise it to your tastes. You could try adding mushrooms and truffle oil for a rich, warming version, or peas and pancetta for something more spritely. Whatever you choose, settle in for a languid cooking session and make sure you’ve got some good conversation going.

Skill level: Easy

Can be suitable for vegetarians and vegans


10. Hungover Noodles

For the budget conscious, every bit is important and every bit helps. Jamie Oliver understands this, that is why he created the Save with Jamie series. His show and book feature recipes that are delicious and affordable as well as easy to make. That description definitely fits this entry on our list, the Hungover Noodles.

Simple. That is what this dish is all about. With just a little over a dozen ingredients that you can find around your kitchen, this recipe is definitely a winner in our books. As the name suggests, this dish is good for a hungover person. But then, even if one is not hungover and just feels a little low, this is definitely a good pick me up. A dish that would not only boost your mood but your budget as well.


Chef Jamie Oliver Shared A Recipe For Grapes On Pizza And People Were Not Having It

I am never one to shame people for their pizza toppings choices, as I will happily eat pineapple on my pizza. Yeah! I said it! But you can really put anything on pizza, and some peoples' topping choices really surprise me. Case in point: Chef Jamie Oliver recently shared a recipe for a pizza topped with. grapes. And people were not sure how to feel about it!

Jamie shared the recipe as part of his Keep Cooking Family Favourites on the U.K.'s Channel 4. He calls it his "favourite speedy sausage pizza" and, at first glance, it certainly seems delicious! The ingredients include veggie sausage (okay sure!), red onion (great!), sun-dried tomato paste (um, alright!), and then seedless red grapes. That's where he lost people just a little!

Of course, he's not the first person to ever put grapes on pizza, but for those who don't usually stray past plain cheese, this could be a little shocking! After sharing the recipe, he shared a poll asking if people were down with grapes on pizza. A whopping 65 percent were not down, while another approximately 17 percent were at least curious, and about 17 percent more were in for trying it!

The replies to the tweet were also pretty mixed, with many noting it would depend on what type of cheese they were using or offering additions that might complement the fruit, like honey or walnuts. Still, some said that grapes with pizza should only come in the form of wine (I happen to agree with you there!!).

Our family pizza night often includes a grape, honey and rosemary pizza, with a sprinkling of toasted pine nuts. It's a favourite 😍

&mdash Jemimah Hall (@Jpudds84) March 2, 2021

Jokes aside, if putting grapes on pizza brings you bliss in this world, I say do it, Jamie! It's certainly not the strangest food combo out there and even if it was? Rock on!


It’s Not Always Excellent to Be Jamie Oliver

Twenty years after he vaulted to fame, the brash British chef, TV star and cookbook author has lost his restaurant empire — but not his taste for hard work.

LONDON — Just before lunch on a recent Monday, Jamie Oliver wrapped an apron around his dad bod and started mashing mint and broad beans with a mortar and pestle, which has long been his favorite kitchen tool.

That adorable mop of hair he had 20 years ago when he slid down a banister and splashed into popular food culture as the Naked Chef is cropped now. At 44, Mr. Oliver comes off more like a pleasant, world-weary high school teacher than the arrogant jokey bloke everyone wanted to hang around with back when he blew up food TV.

And are those bags under his blue eyes?

“Sorry, darling,” he said as he seasoned a fillet of Dover sole. “I’m a bit tired.”

The day started before 6 a.m. He dropped the kids at school, then made his way to the refurbished North London warehouse that serves as his headquarters. After feeding a reporter lunch, he had to meet top officials from Liverpool, Manchester, Birmingham and London who were coming by the office to hammer out a plan to halve childhood obesity rates by 2030.

It didn’t help that he and his wife, Juliette, who goes by Jools, had exhausted themselves over the weekend moving into a $7.2 million 16th-century Tudor mansion not far from his parents’ pub in Essex. (They’re keeping the eight-bedroom North London townhouse.)

Granted, that kind of move is a little different from asking your friends to help you muscle a mattress into a studio walk-up. Still, moving is moving, especially with five children, including a feverish 3-year-old who spent the night “jumping around me like a rattlesnake,” Mr. Oliver said.

It wasn’t just a bad night’s sleep, a new house and a packed day that weighed on him. “I have probably been pushed to the edge of my capacity over the last four years,” he said.

Image

In May, the Jamie Oliver Restaurant Group went into administration, a form of bankruptcy protection . The company, according to some accounts, owed creditors nearly 83 million pounds, or about $100 million. Mr. Oliver said he tried his hardest to keep the business alive. But after closing some restaurants, injecting the equivalent of more than $15 million of his own money into the company and searching for a new investor, he gave up. In all, he shuttered or sold 25 restaurants, putting more than 1,000 people out of work.

Closing his first restaurant, the fashionable Fifteen in London, hurt the most. He had opened it in 2002 to train unemployed young people, many from difficult backgrounds, how to prepare tasting menus, make fresh pasta and run a proper dining room.

“That was the hardest thing I’ve ever had to do,” he said of the closing. “Just terrible. Awful.”

It would be easy to see a touch of Icarus in Mr. Oliver, or to view his saga as some sort of life lesson from an overachiever. But it’s too soon for deep reflection, and that’s not really his strong suit.

Mr. Oliver is, by most accounts, an optimist and, by his own account, what the Brits call a grafter — someone who just puts his head down and works, whatever the circumstance. That’s what has gotten him this far.

“I always graft it,” he said. “I put the effort in.”

Mr. Oliver learned that hustle early, growing up in the Cricketers, the pub his parents still own in the village of Clavering. “I was ducking. I was diving. I was washing cars, washing toilets,” he recalled.

He was a lousy student, but he knew his way around a kitchen, so he went to culinary school. He was a sous-chef at the River Café in London when a BBC crew showed up to shoot a documentary. A smart producer saw how much the camera loved him.

“The Naked Chef” debuted in 1999 on BBC Two in Britain, and a year later on Food Network in the United States. The camera work was shaky, and his style kinetic. Mr. Oliver froze up when speaking directly to the camera, so producers hung just off to the side and asked him questions.

By current digital standards, the show looks like something your brother the aspirational cook might shoot on his iPhone. But back then, it felt fresh, unscripted and sexy. Mr. Oliver whipped around town on a motor scooter (which now sits in front of his headquarters) and slid down a spiral banister to let friends into his East End flat to help him cook.

He stuck his fingers into limes and lamb, and tossed every salad with his hands. He ushered a generation of young men into the kitchen, and taught them expressions like pukka (excellent) and lovely jubbly (also excellent).

Mr. Oliver secured an endorsement deal with Sainsbury’s, the second-largest supermarket chain in Britain, that would last 11 years and earn him close to $12 million. He wrote a best-selling cookbook. It was a lot for someone in his early 20s.

In 2008, he opened his first Jamie’s Italian restaurant with help from his mentor, the Italian chef Gennaro Contaldo. The idea was to disrupt mid-market dining. The meat had an animal-welfare pedigree. Butter was organic. Wages were decent and prices affordable.

The restaurants were packed from the get-go. He started other chains, including Barbecoa, a pair of upscale steak and barbecue restaurants, in partnership with the American chef Adam Perry Lang. At his peak, Mr. Oliver served 7.5 million meals a year and employed 4,500 people.

It’s rarely one thing that brings a big enterprise down, and Mr. Oliver was battling several dragons at once. Taxes and the cost of ingredients he favored went up. So did rent, especially in fast-gentrifying neighborhoods. But he kept expanding, sometimes into neighborhoods without enough traffic.

Casual dining had become a lucrative draw for investors, and the market flooded with competitors. People started using delivery apps instead of eating out. After the United Kingdom voted to leave the European Union in 2016, the value of the pound fell. Retail spending plummeted. Critics began to complain about his restaurants’ food and service.

Things were no longer looking so pukka.

“If you’re not bendy like this pasta, then you break,” he said as rolled out sheets for the ravioli he was stuffing for lunch. “And that’s what happened.”

Friends wondered if he was spread too thin, or not paying enough attention. Others suggested he shouldn’t have hired his brother-in-law , Paul Hunt , a flamboyant former stock trader, as the chief executive. (Mr. Oliver said he needed to put someone he trusted in charge.)

What to Cook This Week

Sam Sifton has menu suggestions for the coming days. There are thousands of ideas for what to cook waiting for you on New York Times Cooking.

    • One of the best things about Melissa Clark’s chile-roasted chicken with honey, lemon and feta is the sweet-and-sour drippings in the pan.
    • Yewande Komolafe’s glazed tofu with chile and star anise is a take on the technique behind Sichuan hui guo rou, or twice-cooked pork.
    • Mark Bittman’s shrimp burgers are perfect with mayonnaise, mixed with Texas Pete hot sauce and plenty of lime juice.
    • This spring-vegetable japchae from Kay Chun is made with the Korean sweet-potato noodles known as glass noodles.
    • Millie Peartree’s brown stew chicken is built on a base of store-bought browning sauce, a caramel-hued burnt sugar concoction.

    Or, perhaps, he simply is not as good at business as he is at cooking and campaigning to help children eat healthier.

    “Probably I was too trusting, which is one of my problems and also one of my benefits,” said Mr. Oliver, who estimated that he screws up about 40 percent of his business ventures.

    “There’s no way to sugarcoat it,” he said. “I thought I could fix it, but I couldn’t. I can absolutely look at myself in the mirror knowing I tried everything to the last very minute. We ran out of money. It’s as simple as that.”

    Although he still has plenty of fans, there are, and always have been, detractors. They deride his accent as “mockney,” and hold him responsible for new school-lunch rules that banished foods like Turkey Twizzlers (essentially meat curly fries). They call him a hypocrite for his $6 million deal to sell healthy-ish Oliver-branded food at Shell gas stations despite his crusade against climate change.

    When his empire collapsed, the tabloids were particularly brutal.

    “There is something in the British psyche that sort of quite enjoys the discomfiture of successful people,” said the food writer Nigella Lawson. “You get laughed at in this country for wanting the world to be a better place.”

    It is hard, she said, for someone who attained so much fame so young to navigate the business world. “It’s nice to have some good things said about him because he’s had such a hard time lately,” she said. “I have no doubt he will turn it around.”

    In many ways, Mr. Oliver is relieved to be out of the restaurant business. His empire is smaller now, with about 120 employees. He spends most of his day doing the things he loves: cooking, talking about cooking, producing content about cooking and trying to make the world a healthier place to eat.

    Mr. Oliver’s other ventures still make plenty of money. He has sold a lifetime total of 27 million pieces of Tefal cookware, and it’s easy to find his kitchen gadgets on Amazon. He recently signed a deal to become the health ambassador for Tesco, Britain’s largest grocery chain.

    Mr. Oliver’s preternatural ability to connect with an audience has helped him make the leap to digital content while other food media stars from his litter have struggled to fit content made for television onto platforms like YouTube.

    He mostly stays off Twitter — “it’s not a platform that makes me a happier person” — but he crushes Instagram, where he has 7.3 million followers. His YouTube channel, Jamie Oliver’s Food Tube, has 4.4 million subscribers. His average monthly social media reach is more than 30 million followers, and his global TV audience is 67 million, said Saskia Wirth, head of communications for the Jamie Oliver Group .

    Matt Duckor, vice president of video programming for Bon Appétit, says Mr. Oliver has a natural appeal that crosses generations.

    “People 18 to 34 know who he is, and people over 50 know who he is. That’s very rare,” Mr. Duckor said. “In a way, there is this nostalgia play to it, but there is this sense that this guy is closer to the ground and closer to reality than a lot of his contemporaries.”

    That’s one reason Bon Appétit focused on Mr. Oliver’s Insanity Burger in a segment of its new online series, “Reverse Engineering.” Chris Morocco, an editor with exceptional tasting skills , is blindfolded and must identify a dish only through taste, touch and smell, then try to recreate it. The 25-minute video featuring Mr. Oliver’s burger has been viewed 2.3 million times .

    Books, however, remain the engine of the Oliver machine: He has sold more than 45 million of them — $7.4 million worth just last year, according to Nielsen Book Research — and is the country’s best-selling nonfiction author. For a time, only J.K. Rowling outsold him.

    Mr. Oliver, who has dyslexia and what he says is an unusually short attention span, likes to dictate his books rather than type them. His topics swing with the times. He has veered from comfort foods to superfoods. He has produced 30-minute meals and 15-minute meals and five-ingredient meals. He has written recipes for squash mac and cheese for a family cookbook and, in 2018, interpreted dishes he learned from Italian nonnas.

    His latest is “Veg: Easy & Delicious Meals for Everyone.” An edition for the American market (retitled “Ultimate Veg”) will come out in January.

    He brushes off criticism that his books are derivative. “No one has a copyright on five ingredients or 30-minute meals,” he said.

    He can be just as riled by people who accuse him of cultural appropriation for the way he adapts recipes. He has taken flak from Spaniards for putting chorizo in paella from Jamaicans for spicing microwaveable, packaged rice with ginger and jalapeños and calling it Punchy Jerk Rice and from West Africans for using parsley and a lemon wedge in jollof.

    I like parsley, and if I want to put it in my jollof, I will,” he said. “No one’s invented nothing unless they’ve invented sun and rain, and they ain’t.”

    Dishes evolve, impacted by trade, war, famine and a hundred other forces, he said. “You’ve got the Brits getting passionate about fish and chips right now, then they get really upset when you say, ‘You know it’s a Portuguese Jewish dish in the first place,’” he said. “If you want to get back to really original British cooking, it’s thistle and cabbage.”

    Through all the turmoil, his marriage has stayed solid, he said. The couple plan to renew their vows on their 20th anniversary next June. Mr. Oliver still wears the necklace Jools gave him early in their relationship that reads, “I love you always,” and he writes her love notes on paper towels.

    She is pushing for a sixth child, although he’s not so sure. Not that he doesn’t love being a father. He calls himself “an exceptional under-11-year-old dad” but perhaps only an “above average teenager dad.”

    “Apparently, I’m a bit barky,” he said.

    “I didn’t know how it felt to get achievement in education, but I knew how it felt to have tired feet and blistered hands from working,” he added. “So this means I am completely unprepared for two teenage girls that do care about learning and who do try at school.”

    His oldest, Poppy, will be the first Oliver to attend college. “This,” he said, “is a big moment for us.”

    And then there is the mission . Next to his family, doing his part to fix the food system matters to him the most. His list of campaigns, which he has waged with television shows and documentaries and all manner of political pressure, is long. Among them are improving school food, bettering conditions for chickens, reducing food waste, helping to pass a tax on sugary drinks, and his latest, curtailing ads for fatty, sugary foods aimed at children.

    His Ministry of Food, an eight-week community cooking course now in its 11th year, has trained nearly 100,000 people to prepare healthier food. His new North Star is the 2030 Project, an effort to coordinate health and governmental organizations in a campaign to halve childhood obesity by 2030, and it’s hard for him to stop talking about it.

    That’s why the gaggle of government officials who shuffled by the test kitchen an hour earlier were still waiting for him to finish up lunch. He waved off his communications director, who had been gently trying to cut him off. He had a few last points to make.

    “If I’m being reflective, I’ve had the best and the worst of it,” he said. “I’ve learned a lot. I smell differently now. I see differently now. It doesn’t mean I’m cynical. I still feel I have 20 years of good work ahead of me, but I don’t have an appetite to sort of see my name all over the globe in restaurants.”

    He just wants people to be able to eat better, no matter what their economic situation. And who better to take on such an impossible task?

    “You don’t want someone who’s had success after success after success,” he said. “You want someone like me.”


    Watch the video: Launching a Food Revolution. Jamie Oliver (January 2022).