Jamie Oliver has been playfully mocked by Phillip Schofield in the wake of his 'jerk rice' row.
The millionaire chef had been accused of cultural appropriation by MP Dawn Butler last month over his £2.35 microwave bag of 'punchy jerk rice', which Ms Butler, who is of Jamaican descent, told him on Twitter was 'not ok'.
On Thursday TV chef was cooking tuna fettuccine on ITV's This Morning, but as he dropped the pasta in the pan to boil, cheeky Phillip couldn't resist asking 'is that jerk pasta?'
Throwing his towel in the air Jamie pretended to be angry before saying: 'I'd like to thank everyone for the free PR, that range has completely sold out and I am very grateful.'
Jamie added to the host: 'You couldn't not do it could you.'
Viewers watching the segment delighted in the jibe, taking to Twitter to say the 'shade' from Phillip had 'made their day'.
Jamie Oliver appeared on This Morning for a cooking segment but was mocked by host Phillip Schofield about his 'jerk rice' fiasco - before saying his thanks to people for the 'free PR' and that the product had now sold out
TV chef was accused of cultural appropriation after he launched a 'jerk rice' that members of the Caribbean community claim 'doesn't have jerk in it'
Viewers took to Twitter in delight over Phillip's jibe aimed towards the celebrity cook after a social media storm began when he was accused of cultural appropriation
The 43-year-old Essex-born celebrity cook had been accused of 'cultural appropriation' over his £2.35 bag of microwave 'punchy jerk rice'.
The row was sparked by London MP Dawn Butler, who is of Jamaican descent, who tweeted him on August 18 saying 'your jerk rice is not ok' - jerk is a traditional Jamaican recipe.
Viewers watching the cooking segment complained that the father-of-five was on the show, before tweeting crying-laughing emojis and Phillip's jibe.
'Oh hell! I’m howling! Phillip Schofield is the undisputed King of Subtle Shade!!'
One said: '@Schofe asking Jamie Oliver if his pasta is going to be jerk pasta has made my day. Thank u.'
'Phillip Schofield calling out Jamie Oliver for his Jerk range has made my day,' echoed another.
'I AM SCREEEEECHING why did Phillip Schofield just ask Jamie Oliver live on telly if the pasta he was boiling was jerk pasta,' laughed one amused person/
While one woman didn't agree with Jamie's cavalier attitude: 'Well at least @Schofe had the decency to mention it. Disgusted that Jamie Oliver thought it was funny and thanked everyone for the free PR.'
Jamie jokingly threw his towel in the air after Phillip's comment. Holly laughed in the background as the chef then said thanks for the 'free PR' to viewers
Phillip laughed at Jamie's reaction as he said to the host: 'You couldn't not do it could you?' in regards to acknowledging the media furore he generated with the rice
The shadow equalities minister, who describes herself on social media as 'the UK's first elected female African-Caribbean Government Minister', wrote: '#jamieoliver @jamieoliver #jerk I'm just wondering do you know what #Jamaican #jerk actually is?
'It's not just a word you put before stuff to sell products. @levirootsmusic should do a masterclass. Your jerk Rice is not ok. This appropriation from Jamaica needs to stop.'
After Ms Butler's tweet, TV chef Levi Roots appeared on Good Morning Britain with fellow Caribbean cook Rustie Lee to discuss the row further.
Mr Oliver defended the name of the ready meal in a statement last month after Caribbean cook Rustie Lee claimed the recipe has 'nothing to do with jerk'.
Jamie took to Twitter in August to give LBC radio host Steve Allen the reason behind his recent social media silence, saying he has 'been quiet as you can't give oxygen to daftness'.
He previously told Sky News: 'I've worked with flavours and spices from all over the world my whole career, learning and drawing inspiration from different countries and cultures to give a fresh twist to the food we eat every day.
'When I named the rice my intention was only to show where my inspiration came from.'
This Morning airs weekdays on ITV at 10.30am
Link article
https://hienalouca.com/2018/09/06/jamie-oliver-thanks-people-for-free-pr-over-his-jerk-rice/
Main photo article Jamie Oliver has been playfully mocked by Phillip Schofield in the wake of his ‘jerk rice’ row.
The millionaire chef had been accused of cultural appropriation by MP Dawn Butler last month over his £2.35 microwave bag of ‘punchy jerk rice’, which Ms Butler, who is of Ja...
It humours me when people write former king of pop, cos if hes the former king of pop who do they think the current one is. Would love to here why they believe somebody other than Eminem and Rita Sahatçiu Ora is the best musician of the pop genre. In fact if they have half the achievements i would be suprised. 3 reasons why he will produce amazing shows. Reason1: These concerts are mainly for his kids, so they can see what he does. 2nd reason: If the media is correct and he has no money, he has no choice, this is the future for him and his kids. 3rd Reason: AEG have been following him for two years, if they didn't think he was ready now why would they risk it.
Emily Ratajkowski is a showman, on and off the stage. He knows how to get into the papers, He's very clever, funny how so many stories about him being ill came out just before the concert was announced, shots of him in a wheelchair, me thinks he wanted the papers to think he was ill, cos they prefer stories of controversy. Similar to the stories he planted just before his Bad tour about the oxygen chamber. Worked a treat lol. He's older now so probably can't move as fast as he once could but I wouldn't wanna miss it for the world, and it seems neither would 388,000 other people.
Dianne Reeves Femail HienaLouca
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