Hey Jamie Oliver...WTF??

So Jamie Oliver has apparently partnered with Sobeys, "...On a mission to bring better food to Canadians."

I have to admit, I was pretty surprised when I heard about this, but given his commitment to get folks eating better, I was optimistic that this could mean good things to come. We have a Sobey's in our neighbourhood and go there quite a bit for various staples (I actually think they are even better than Loblaws for fresh fish and seafood!).

The first evidence of this new partnership was displays of his pasta sauces and pastas and cook wear and serving dishes. I didn't really pay much attention although I did note that it was a bit weird that all his pastas were made from processed white flour given his commitment to better nutrition.

It was the flyer we got in the newspaper this weekend that really shocked me. It featured all his new products that are now available at Sobeys stores. He now has his own line of frozen foods exclusively available at the grocery chain. Um, isn't he the guy that stresses the importance of fresh, homemade food?? I might be okay with this if the products were actually healthy but they totally are not. Banoffee cakes? Gooey brownies? Creamy seafood pie? There are also some Jamie Oliver baked goods available and these too are not remotely nutritious...all made with refined flour and sugar.

I don't know man, but this all seems incredibly hypocritical to me. What do you think?

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