Jamie Oliver, aka The Naked Chef has a new project: Recipease.
Based on his concern over the ignorance of young professionals about basic cooking skills and the rise of obesity in the UK, he has opened his first neighbourhood “food and kitchen emporium”, in what he hopes will be a chain of local stores.
From the site:
There are three choices offered for people who want to get more at ease with cooking and eating healthy foods.
First there is “Easy to Go”–that’s a deli-style, take-away food section where one can buy main courses and desserts pre-made. These include fish pie, lasagna, roast chicken, tiramisu and berry crumble.
Next is the “Easy to Make“. The idea is that ” you can assemble a brilliant meal in around 10 minutes in our kitchens, using ingredients we’ve prepped for you ahead of time.” You pick the dish, book a time and come into the store and they will have all the ingredients laid out and you create your meal by following the simple steps on the recipe cards provided. They do the shopping, chopping and preparing for you, and you put it together and take it home to cook.
The real leap is getting taught from scratch by the pros: “Easy to Learn“. In this option, you pick a recipe such as fish pie, risotto or knife skills, book a time and turn up.
The place looks like a farm kitchen, with all the herbs in nice bowls and sauces ready to go and Jamie-clones ready to offer suggestions and answer questions.
There is also a new line of dishes and kitchen implements that have been designed to complement the food. These include good-looking pottery and chopping boards and pepper grinders. Table clothes, bowls and mugs and cutlery are also available.