Jamie Oliver, the British television cooking-show chef, is starting a new series in which he plans to teach people how to cook from scratch.
"We spend over £2bn a year on ready meals, and that's not even counting junk food and takeaways," said Oliver. "Millions of people up and down the country are really busy, they're on tight budgets, and no one has bothered to teach them how to cook. It's no wonder that the last thing they want to do at the end of the day is cook a meal from scratch."
He's taking his inspiration from the British government's hugely successful propaganda campaigns during World War II, which included the Ministry of Agriculture's Dig for Victory, a series of posters advocating planting home gardens, and the Ministry of Food's The Kitchen Front, a series of BBC radio shorts which through vignettes of life with the Buggins family instructed housewives in how to feed their families well despite food rationing.
"I hope that once people see how quick, cheap and easy - as well as rewarding - it can be to prepare good food for you and your family, the ready meals and takeaways will be straight in the bin."
Here at Cincinnati Locavore we're big fans of cooking from scratch, and not only because it's literally the only way to manage eating locally. Scratch cooking means knowing your ingredients and being able to pronounce them! So we'd love to see this series. Unfortunately the intense focus on the UK will probably keep it from crossing the pond, same as his Jamie's School Dinners series. Guess we'll have to wait for the DVD!