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Jamie Oliver: Schooldinners.Watched ‘Return to Jamie’s School Dinner’s‘ last night. On the one hand I think what he’s trying to do is grand (as I talked about first time round). On the other hand he’s divvy’d the blamed up between the School Governors, the LEA, the Government, the local pub who pulled out, and finally the parents for packing the kids poor lunches. The one one group he hasn’t actually blamed is the supermarkets. Yes he should lay in to the Sec of State for Education (liked the bit about the Iraq and the ‘handler’ stepping in), but it’s ignoring the elephant in the room not to address the supermarkets, where most of the parents do the shop. He could probably achieve a great deal more by saying to Justin King’s face “take crisps, pop, cheeze straws off you’re shelves or I’m off to see if Tesco’s will do it”. Jamie vs Sainsbury’s – Who’s the bigger brand? This ‘anti-Jamie’ (better coverage here) story is interesting for it’s total madness.