Inspired by WWII food rationing, a British celebrity chef has declared war on the UK’s poor eating habits. Jamie Oliver is encouraging families in one South Yorkshire town to shun takeout and ready-made meals in favor of home-grown food and other healthier alternatives. “People are really busy, they’re on tight budgets, and no one has bothered to teach them how to cook,” Oliver said.
But if the past is any indication, the Naked Chef should be ready for another food fight: Oliver’s last effort to raid junk food from UK schools attracted worldwide attention when mothers passed their kids sweets through school fences, the Guardian reports. “It may feel like a mission impossible,” he admitted, “but it's too important for us to give up.”