I like Jamie Oliver, in fact I like him so much that I sat and watched his 30 Minute Meals programs that were on a few weeks ago and, like many, marvelled at how easy the whole thing looked.
Oh it was divine, he cooked away, bubbled pasta, spread things, grated other things in a seamless ballet. It was like a culinary Bolshoi and the viewers were the Russian Aristocrats watching this majestic display, captivated and enthralled with his magic and charisma he made us believe that we could do this wonder, creating these easy snappy dishes as easily as a rabbit is taken out of a hat.
But alas, following the rabbit analogy, it might look seamless but there is a degree of pain to the whole thing. Being pulled out by your ears is not the nicest thing, and when you boil down Jamie’s 30 Minute Recipes you realise that they are not truly designed for everyone.
A quick flick through the lovely put together recipe book (because all shows have to have some sort of spin-off) shows that each recipe involves things that your average Joe Bloggs does not necessarily have in their kitchen. In fact in order to cook these things, you either have to have the sort of kitchen that will allow you to store all these ingredients, or enough time and money to go and buy them all.
And, does 30 minutes include preparing everything too? I imagine if you had to cut everything up first, that would take much longer.
I wonder if Jamie has realised that the country is in the middle of a recession, and that the average struggling person will not want to go and buy Capers, Anchovies and other things that involve a considerable expense.
But hang on, let us give him his due.
First off, the recipe’s are easy and you don’t HAVE to prepare the whole meal. You can make bits of the meal, either on their own or as part of something else altogether. The philosophy behind the book/TV programme is admirable and, as ever with Jamie Oliver, accessible (ensuring you have a full pantry).
So let’s conclude. Jamie’s 30 Minute Meals are a good concept, but be prepared to spend money buying lots of ingredients. The book is lovely in its design, but do people in these austere times have the money to spend on a hardback book that is ultimately a work of art as much as a functional informational work.
It is part of the greater Jamie Oliver ‘machine’ that has seen him use that lovable and cheeky image that The Naked Chef presented us with, and has actually shown him to be a shrewd and clever businessman.
But hey, if you can, do.