DISCUSSION

Battle of West Virginia vs. U.K. Being Weighed Across U.S.

April 12, 2010Written by RetailWire Staff

By Bernice Hurst, Contributing Editor, RetailWire

Viewers not yet in agreement with chef Jamie Oliver's efforts on ABC's Food Revolution TV program may be interested to know about improvements to children's behavior, academic achievements and school attendance that coincide with the campaign he launched in the U.K. A two-year study has shown higher test scores in English and science as well as less absenteeism, which is attributed to improved health.

But initial reactions to the American version in which the chef attempted to work his healthy-eating magic at Huntington High School in West Virginia are not entirely favorable.

Reviewing the program, watching-tv.ew.com described, "The wrath and intransigence of the school cafeteria cooks" encountered by "the cheeky British chef," who was shocked to discover U.S. schools classifying French fries as vegetables. Mr. Oliver's efforts included a repetition of a demonstration done in British schools, dissecting a chicken and using the scraps to produce breaded nuggets. Like their counterparts, the children were repulsed by the raw mixture. Unlike their U.K. counterparts, the American kids opted to eat the fried end product.

Some of the British parents were so incensed by being lectured that they pushed burgers and fries through the school gates at lunchtime. So the two groups are not all that dissimilar. It isn't, as The New York Times said, "a culture clash between an abrasive British interloper and a city of stolid, overweight Americans."

There were other similarities: Mr. Oliver was mocked by media as well as parents; he also had to work hard persuading the cooks to try his suggestions and encouraging the youngsters to at least taste the results. It was an uphill struggle but he is still eager to do it all again in what the Centers for Disease Control and Prevention described as "the nation's unhealthiest town."

Although the program is just being aired now, some months have passed since it was made and the school's principal, Patrick O'Neal, says "three to four months is not enough time to see if this program is going to be successful," according to MSNBC.

"I think it's a spark to start a bigger fire," he added. "I don't see it as a failure, and I don't see it as a true success yet. It's going to take some time for it to ignite nationwide."

With viewing figures rising to a whopping 7.5 million after Mr. Oliver's chat with Oprah Winfrey, there are signs that people are hearing his message. The question is whether they will begin to listen as well.

Discussion Questions: Will America's kids be responsive to chef Jamie Oliver's views and recommendations? What chance do you give a TV show about healthy eating habits od becoming a success in the U.S.?
[Author's commentary] West Virginia University researchers agreed that it may take time but were disappointed that fewer children are now buying lunch. Hopefully, all involved will be heartened by results of a two-year study in the UK covered by The Times and The Guardian showing that "scores in national curriculum tests at 11 rose in English and science at schools where Oliver's menus were introduced." In addition, there are indications that a "relative fall in absenteeism" shows improvements to children's health "which could have long-lasting consequences for the children involved not only through improvement in educational achievements, but also in terms of their life expectancy, quality of life and productive capacity on the labour market."

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