He has been ridiculed by the chat show host David Letterman, accused of high-handedness by a local radio DJ and reduced to tears by recalcitrant fast food-consumers during his war on American obesity. He has even dressed up as a giant pea pod in an attempt to turn the US on to his healthy eating agenda.
So Jamie Oliver will doubtless be relieved to hear of a timely reminder of his more gilded reputation back home. Today an audience of prestigious economists was told that the healthier school dinners introduced by the celebrity chef had not only significantly improved pupils’ test results, but also cut the number of days they were off sick. The effects, researchers said, were comparable in magnitude to those seen after the introduction of the literacy hour in the 90s.
The proportion of 11-year-olds in Greenwich, south London, who did well in English and science rose after Oliver swept “turkey twizzlers” and chicken dinosaurs off canteen menus in favour of creamy coconut fish and Mexican bean wraps, according to a study of results in the south east London borough.
The number of “authorised absences” — which are generally due to illness – fell by 15% in the wake of his 2004 Feed Me Better campaign, brought into the nation’s sitting rooms via the Channel 4 series Jamie’s School Dinners.
- Read the full story in The Guardian.
- Read my review written for Damaris Culturewatch in 2006: “Challenging a fast-food culture” – something I’d love to research further, along with some of the research undertaken by Beyond Chocolate – I am just interested in way too many things 🙂
Dr Bex Lewis is passionate about helping people engage with the digital world in a positive way, where she has more than 20 years’ experience. She is Senior Lecturer in Digital Marketing at Manchester Metropolitan University and Visiting Research Fellow at St John’s College, Durham University, with a particular interest in digital culture, persuasion and attitudinal change, especially how this affects the third sector, including faith organisations, and, after her breast cancer diagnosis in 2017, has started to research social media and cancer. Trained as a mass communications historian, she has written the original history of the poster Keep Calm and Carry On: The Truth Behind the Poster (Imperial War Museum, 2017), drawing upon her PhD research. She is Director of social media consultancy Digital Fingerprint, and author of Raising Children in a Digital Age: Enjoying the Best, Avoiding the Worst (Lion Hudson, 2014) as well as a number of book chapters, and regularly judges digital awards. She has a strong media presence, with her expertise featured in a wide range of publications and programmes, including national, international and specialist TV, radio and press, and can be found all over social media, typically as @drbexl.