Case study: Jamie Oliver, the naked manager?

It would seem that the British are media food junkies. The last decade has seen an apparently unstoppable growth in the number and type of television shows (generally with accompanying recipe books) by and about celebrity chefs. Scarcely any weekend newspaper is complete without its food and cookery section, and almost every possible type of cuisine and food-related angle is covered from domestic goddess to obsessive restaurateur, from food technologist to wilderness survivalist. Websites abound, and there are heated discussions about the quality and ethical provenance of our good. And yet, despite this obsession with reading about it, the British generally don't seem to like cooking and show very limited concern about the quality of what they, and perhaps more importantly their children, actually eat. The catering industry remains one dominated by low pay, stressful working conditions and very limited prestige.