Celebrity chefs are often known for their self-promotion all designed with the goal of selling more of their cook books and food lines.
It's rare to find someone who is prepared to step out of the limelight and take real action on an issue. Britain's Jamie Oliver has done just that in taking on school meals that is now having an impact on the business of a number of the UK's food suppliers.
Oliver's premise is simple; good nutrition is essential for kids and this requires more than burgers and fries as school meals. With the help of a television network, Oliver persuaded one school to let him experiment with his healthy menu that met the cost guidelines of 75 cents per meal.
His biggest obstacle were the kids themselves, who were reluctant to give up fast food for the healthy food. However, by involving them in the preparation of the food and educating them in the process, he succesfully won them over.
Oliver's heart is certainly in the right place and his move to promote healthier school meals is completely in line with his values.
However, it could suggest that in the post-Bono Man of the Year world, celebrities,like brands, will need to adapt more socially responsibile personas.
