Far from lecturing and patronising, Jamie Oliver is actually suggesting that good and healthy food should be accessible to everybody.
I like Jamie Oliver.
Britain's most recognised chef has taken so much stick over the last few years amidst accusations that he is "lecturing people" (quote: Health Minister Andrew Lansley over Jamie's School Dinners) and meddling with their eating habits.
And yet, in a media world where celebrities, chefs included, seem to be earning fame and plaudits by virtue of shouting the F-word (literally) or the C-word louder than the next person, Jamie Oliver deserves praise for keeping away from cheap shots and loud-mouthed gimmicks.
More than anything, however, Oliver deserves credit for dishing out tons of advice on how to make your own food without ever coming across as inaccessible or over-complicated. Which is no easy feat.
At first glance, some of the dishes included in his latest series Jamie's 30-Minute Meals may look extremely elaborate and offputting. And yet they're not. It's amazing how much you can do in less than thirty minutes and with the simplest of ingredients.
More, Oliver's programme is based on extreme realism.
Pre-packed artificial microwaveable ready meals have become such a tempting option for most (this blog included) because, after a long day at work, the last thing most people fancy is a gruelling cooking session or a supermarket quest for exotic ingredients.
Which is why, far from lecturing and patronising, Jamie Oliver is actually on a mission to make simple yet good and healthy food accessible to everybody and not just the wealthy.
Most importantly, he doesn't think -shock horror- that everything has to be made from scratch. What matters, like Oliver himself writes: "this kind of cooking is all about using every minute wisely, having fun and reclaiming your kitchen for the job it was meant for".