MBS Inspiration
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An evening with Jamie Oliver
On Monday night, at a central-London hotel, a group of 60 guests and I had the pleasure of hearing from Jamie Oliver, in lumberjack shirt and flip flops, on his plans to improve the health of our nation. The simple and shocking statistic is that the children in school today are the first generation in the last three who will have a shorter life expectancy than their parents. Why? Obesity, stemming from poor diet.
As the evening unfolded, it became clear that the audience – populated by chairmen and CEOs of consumer-facing companies, and opinion-formers such as Sir Terence Conran and Kelly Hoppen – were there not just to hear from a TV chef; they wanted to hear from a man who is passionately committed to up-skilling our children and, for that matter, their parents, on how to cook. Referring to himself more than once as a “political sh*t-stirrer”, he has a vision to collaborate with businesses big and small, and also government, to make a meaningful difference to people’s lives.
It was clear that Jamie has moved away from finger-pointing and corporate-bashing. He expressed the firm belief that it is only by working in partnership with the biggest food retailers and manufacturers that things can change. After all, it’s in their interest too. Who wants to have an unhealthy workforce? As his chain of Jamie’s Italian’s and his Ministry of Food cooking school both continue to mushroom around the country, he sees his own business as the cornerstone of his social enterprise. He expressed clear frustration at red tape hindering things, but he is a realist and in it for the long haul. As he said, he will be slowly chipping away at this for the next 10 to 15 years, while government health and education secretaries alike will come and go.
How does he get funding for the renovation and supply of new kitchens and equipment for schools, in the face of opposition from councils, schools and parents themselves? And how does he spread education and knowledge to people who don’t want to know? By engaging with corporations and politicians on the one hand, and by taking things to the front line on the other. By putting “skin on skin”, by refusing to preach, and by encouraging parents and children alike to enjoy snacks and treats, while preparing simple, nutritious and inexpensive main meals.
If you or your business would like to help Jamie in his mission, email me and I will put you in touch. Have a wonderful week-end, moira@thembsgroup.co.uk
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In conversation with...
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Social Responsibility
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