It's not the extremes and the treats that are the problem. It's the everyday.

One parent dismissed Oliver's food as "disgusting rubbish" and declared "Food is cheaper and better at the local takeaways". The shows were a great success and are featured in a one-off TV documentary called Jamie Oliver: Australian Diary. In July 2010 Jamie regained the top spot and has been named as the most powerful and influential person in the UK hospitality industry once again.

James Trevor "Jamie" Oliver MBE (born 27 May 1975) is a British chef restaurateur media personality known for his food-focused television shows cookbooks and more recently his campaign against the use of processed foods in national schools. Oliver's speciality is Italian cuisine although he has a broad international repertoire.