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Jamie Oliver’s Communication Problem

I know that school lunch and the obesity epidemic isn’t exactly Feministing’s beat, but have you all been watching Jamie Oliver’s Food Revolution? (Bear with me, I promise this does eventually come back to feminism.)
Full episodes are available here:

Jamie Oliver, aka “The Naked Chef,” is a chef and food activist. In Food Revolution he travels to Huntington West Virginia, which is statistically the “unhealthiest city in America.” The inevitable reality-show conflict comes from some members of the community that don’t like him and are resistant to the idea of making changes.

A big part of Oliver’s strategy has to do with school food. There are scenes in which he tries to help the schools make changes to their nutrition program (which really appears to be dismal). To do so, he goes in to teach the women that work in the cafeteria.