1.0.0 about us about jamie 1.1.0 jamie’s biography …is all about Jamie and our group of companies, 1.1.1 jamie’s awards giving you an insight into Jamie’s past, his thoughts on what he wants to about our company accomplish in the future and a vision of how we 1.2.0 jamie’s mission as a company intend 1.2.1 our company’s mission to achieve it. Details of our partners & projects, 1.2.2 our group values company structure and 1.2.3 jamie’s food philosophy group values are also highlighted and explained. 1.2.4 being responsible 1.2.5 our group of companies 1.2.6 our company structure 1.2.7 our partners & projects about us 1.1.0 jamie’s biography In brief Jamie Oliver is a phenomenon in the world of food. He is one of the world’s best-loved television personalities and one of Britain’s most famous exports. Jamie has had huge success with television series The Naked Chef (BBC), Jamie’s Kitchen, Jamie’s School Dinners, Jamie’s Great Italian Escape, Return to School Dinners, Jamie’s Chef, and more recently, Jamie At Home as well as the one-off specials Jamie’s Fowl Dinners and Eat To Save Your Life (all for Channel 4). Jamie has inspired people to spend more time enjoying being in the kitchen – and even start growing their own food! His programmes have now been broadcast in over 60 countries including the USA, Australia, South Africa, Brazil, Japan and Iceland to name but a few. Having been translated into 26 languages, the accompanying cookbooks are bestsellers not only in the UK but across the world. Jamie lives in London and Essex with his wife, Jools and two daughters, Poppy and Daisy. In detail Born on 27 May 1975, Jamie took an early interest in food. He grew up in Essex, where his parents run their own highly respected pub/ restaurant The Cricketers in Clavering and was frequently found helping out in the kitchens. His fascination for food continued to grow and at 16 Jamie left school and completed his training at Westminster Catering College. After spending some time working in France, followed by Antonio Carluccio’s Neal Street Restaurant, London Jamie joined the acclaimed River Café where he worked for three and a half years alongside Rose Gray and Ruth Rogers. In 1997, Jamie was featured in a television documentary about the River Café. Soon after the documentary was aired, Jamie was offered his own television show and The Naked Chef was born. The concept behind The Naked Chef was to strip food down to its bare essentials and Jamie’s hands-on style and general laid back outlook was like a breath of fresh air, inspiring everyone to cook and winning himself a BAFTA Award for the best television series in the Features Category in 2000. The Naked Chef book, published by Penguin Books accompanied the first television series and it became an instant bestseller. A second and then a third television series were commissioned, along with the second and third tie-in books: The Return of the Naked Chef and Happy Days with the Naked Chef, with Happy Days with the Naked Chef becoming the official Christmas No.1 in 2001 in the non-fiction chart. 2001 also saw Jamie cooking for the Italian Prime Minister at Tony Blair’s invitation at Downing St Jamie spent the autumn of 2001 taking his cookery show on the road – the Happy Days Tour was a huge success with over 17,000 people packing theatres in the UK. The tour then took in Australia and New Zealand, where Jamie played to sold out crowds in seven cities. He had become a phenomenon. 2001 also saw Jamie cooking for the Italian Prime Minister at Tony Blair’s invitation at Downing St and also writing various columns in magazines including GQ and The Saturday Times magazine, bringing his recipes to another eager audience. By the end of 2001 Jamie needed a new challenge; he wanted to ‘give something back’ to the catering industry, so he decided to open a training restaurant for young people who were not in full time education or employment. Followed by cameras that documented his every move he spent the year setting up a training scheme, the restaurant and the charity into which all the profits would be channelled. The series, Jamie’s Kitchen, broadcast by Channel 4, became one of the biggest hit shows of the year in the UK. It has now been shown in over 35 countries and the tie-in book, also called Jamie’s Kitchen, became a runaway success. The triumph of the restaurant was shown when it won Tatler Best meals and food education for school children. Restaurant Award 2003, and the Academy Award of Excellence at the Tio Pepe Carlton London Between these two documentaries, in 2005, Restaurant Awards in the same year. Jamie was Jamie took a break from schools with Jamie’s awarded an MBE in 2003 for his contribution to Great Italian Escape, a series based on his travels the hospitality industry. The Fifteen Foundation around Italy and his love of Italian food. This was charity now owns Fifteen London and continues accompanied by Jamie’s sixth book, Jamie’s Italy its work, recently recruiting the sixth year of which instantly went to number one in the UK and students for training in London. The first Fifteen sold more copies in the week before Christmas franchise opened in Amsterdam in 2004 and than any other non-fiction book has ever done. subsequent Fifteens have opened in Cornwall, UK The book was nominated for the British Book and Melbourne, Australia in 2006. Award ‘Book of the Year’ in the UK. He went back to school In addition to Jamie’s television programmes and books, Jamie works with top UK supermarket with the aim of educating chain, Sainsbury’s, advising them on how to further improve the quality and variety of and motivating the kids supermarket food. He has also designed a number of ranges of quality tableware and and dinner ladies to serveware with Royal Worcester, including the most recent range, Simply Blue. Working with enjoy cooking and eating Tefal (T-Fal), Jamie has launched three ranges of healthy, nutritious lunches cookware under the Jamie Oliver Professional Series label. Jamie has also launched an Italian food range and has a wide range of gift foods, In 2004, motivated by the poor state of school which are distributed internationally. Jamie dinners in UK schools, Jamie embarked on one has also turned inventor and developed a great of his most ambitious ventures to date. He went kitchen gadget called the Flavour ShakerTM, which back to school with the aim of educating and launched in the UK in 2005 and is now being motivating the kids and dinner ladies to enjoy rolled out internationally. Jamie also writes regular cooking and eating healthy, nutritious lunches magazine columns. Over the years, these have rather than the processed foods that they were included columns for GQ, Delicious, Easy Living, used to. Jamie launched a national campaign the Sunday Telegraph magazine, Stella, and the called Feed Me Better (www.feedmebetter.com) News of The World Fabulous magazine. These and launched an online petition for better school columns are then syndicated to international meals. As a result of the 271,677 signatures on publications. the petition, which Jamie took to 10 Downing Street on 30th March 2005, the government Jamie’s seventh book, Cook With Jamie was pledged £280 million to improve the standard published in the UK in October 2006 and quickly of school meals, to provide training for dinner became a massive best-seller. All of Jamie’s ladies and equipment for schools. Over seven profits from this book are going to the Fifteen months of hard work and constant filming Foundation to help more young people to start a culminated in the award-winning series Jamie’s career in the catering industry. School Dinners, shown on Channel 4. The series prompted a public outcry for change to the school meals system and was awarded Best Factual Jamie’s recipe columns programme at the UK National TV Awards. Jamie also received a special award for his contribution are syndicated all over to television at the National TV awards. the world A follow-up documentary, Jamie’s return To School Through 2006 and early 2007, Jamie filmed a Dinners aired on Channel 4 in September 2006 series and wrote a book both called ‘Jamie At and as a result of Jamie’s new findings the British Home’. He had been successfully growing fruit government made further investment in school and vegetables and herbs at his Essex farmhouse since 2004 and the book and series reflected his new love of gardening organically as well as featuring delicious recipes inspired by the produce of his garden. The series ‘Jamie At Home’ quickly became a hit in the UK and international markets, while the accompanying book ‘Jamie At Home’ is proving to be one of Jamie’s biggest sellers both in the UK and overseas. In autumn 2007 Jamie announced a new chain of “high street” Italian restaurants called ‘Jamie’s Italian’, the first of which opened in Oxford in May 2008. Further Jamie’s Italians are planned for Bath and Kingston (both late 2008), Cambridge, Brighton and Cardiff (2009). ‘Jamie At Home’ is proving to be one of Jamie’s biggest sellers both in the UK and overseas Jamie began 2008 with a burst of activity fronting two major TV programmes in the UK. Eat To Save Your Life used expert analysis as well as an autopsy by Dr Gunther von Hagens on a 25-stone man who literally “ate himself to death” to try to change the dietary habits of a group of malnourished Brits. Meanwhile Jamie’s Fowl Dinners was an in-depth and challenging look at the British poultry industry with a message that unless British consumers were prepared to trade up to a higher welfare chicken and egg, the British poultry industry would suffer irreparably. Groups ranging from the RSPCA to farmers’ organisations praised the programme and the result has been an increase in sales of free-range and organic chicken of up to 50%. In 2008, Jamie is as usual working on a number of exciting future projects including a new international TV series called Ministry of Food as well as appearing in The Big Give, the prime-time Oprah Winfrey-fronted hit show on ABC in the States which aired in the spring. Jamie’s Ministry of Food book will be published this autumn. For more information please go to www.jamieoliver.com about us 1.1.1 jamie’s awards GQ Man of the Year Award in the TV GQ Best Chef Award in the USA Jamie won Time Out’s Special Award Jamie won the Academy Award of Personality category for Outstanding Achievement at the Excellence at the Tio Pepe Carlton The Home & Leisure Award for Return magazine’s food awards London Restaurant Awards A TV Quick Award for Best TV Cook of The Naked Chef at the WH Smith Book Awards Jamie was honoured with the Food and Tatler Best Restaurant Award for Most Stylish Male TV Personality at the Drink Personality of the Year at the GQ/ Fifteen Elle Style Awards A BAFTA award for the television Glenfiddich Food and Drink Awards series of The Naked Chef in the Features category Jamie’s Kitchen was voted best TV cookery show at the GQ/Glenfiddich Food and Drink Awards 2000 2001 2003 Awarded Setting the Political Agenda Highly Commended (for Feed Me Best Factual Series for Jamie’s School Horace Hagedorn Award for Award at the Political Studies Better) – New Media Awards Dinners at the BAFTAs Outstanding Contribution to the Association. Garden Industry Best Celebrity Site (jamieoliver.com) – The Richard Dimbleby Award for Special Recognition Award - UK National Webby Awards outstanding presenter in the factual area TV Awards at the BAFTAs British Hospitality Association Award Best Factual Programme (for Jamie’s Outstanding Achievement Award at the School Dinners) - UK National TV Special award for the ‘School Dinners’ British Book Awards 2006 Awards campaign from Local Authority Caterers Association Conference 2005. Outstanding Achievement Award in the Special Recognition Award – UK Observer Food Monthly Awards 2006 National TV Awards Alwyn Smith Prize at the Faculty of for Jamie’s School Dinners in March Public Health for the Feed Me Better 2006 Most Generous Celebrity - Judge’s campaign special prize at The Beacon Fellowship Best Documentary Series – General at Awards Jamie was awarded an MBE (Member the Royal Television Society Awards for of the British Empire) in the Queen’s Jamie’s School Dinners Outstanding Healthcare Birthday Honours Communications - Judge’s Award at BT Childline Awards 2006 Hero Award in Communiqué Awards 2005 recognition of services to children Channel 4 News’ Most Inspiring Political Figure 2005 2006 2007 about us 1.2.0 jamie’s mission I love coming to work. Now you this, we’ve got to keep bringing in only had a taste of what’s to come might think that sounds a bit mad, new talent, encouraging creative and there is loads more that we – but it’s the honest truth. It gives thinking and pushing ourselves to as a company – can do. me an excuse to work with brilliant be better by just giving things a go. people and do some really amazing What’s important to me is that things. What really inspires and we have a group of companies excites me about the people I work The steps we that is truly creative, commercially with is that even though they’re great at what they do, they’re can take towards successful and also has a socially- responsible heart that we can all be always trying to find ways of doing it better. This is something I admire helping everyone proud of. and always try to do myself. to eat better food There’s a lot more food to be made, quality products to be found and Over the next few years I really want to challenge myself and the and to enjoy a new concepts to be dreamed up. What we’ve achieved so far is team: I want us to discover new better life are amazing, but thinking about what things, explore what’s out there, see new places and experience endless we can accomplish in the future excites me more than anything. The new food cultures. Then, I want us steps we can take towards helping to take what we’ve learned about Although I’ve worked bloody hard everyone to eat better food and to these different approaches to to get here, I have also had amazing enjoy a better life are endless as cooking and food and share it with support from my family, friends and long as we give it our all, challenge everyone. colleagues (thanks guys!). I believe ourselves to do things better, stay a lot of my success is down to the creative and most importantly of all, In my eyes, failure is not trying at fact that I have honestly just done get involved – in the business and all. I see us as being a collection of what I love to do, which is share the world. passionate people who will always my passion for food and cooking try new things and get stuck in – while having a lot of fun along the Big love whether it’s tasting a new food or way. Because of this, I’ve tried to Jamie O xxx experimenting with new ways of surround myself with people who working. We’re a group that are love doing what they do. The result constantly looking for pioneering has been fantastic because, by and inspirational ways of doing working together, we’ve managed things so that we can take them out to have a really positive effect on in to the world and help as many people’s views about food and people as we can to eat better food cooking. This is something I’m and enjoy a better life because really proud of. However, I feel that that’s what it’s all about! To do it’s just the beginning; that we’ve about us 1.2.1 our company’s mission Jamie’s vision is to help as many people as possible eat better food and enjoy a better life; our mission is to make his ambition come true. There are three guiding principles we should be driven by in our approach to all of our businesses in order to accomplish our goal. Firstly, creativity should be at the heart of the company with a constant hunger for fresh ideas, not only seeing how we can improve our current businesses but also how we can better others too. Visions are only accomplished by people who make things happen and we need to be united as a team in doing so Secondly, we need to be commercially sound, ensuring sustainability and longevity for the company and for the Jamie Oliver brand. Strategically moving forward we need to have less dependency on Jamie the person and more on Jamie the brand, building the company through Visions are only accomplished by people who strengthening and expanding our brand message. make things happen and we need to be united This will not only involve growth in our current core as a team in doing so. Having a fun and informal industry sectors and markets but discovering new working environment where we can learn and opportunities in our non-core areas as well, taking grow is important, as long as we always challenge Jamie and the Jamie Oliver brand beyond food ourselves and give it our all. Fresh thinking and and the kitchen. keeping things simple through using common sense are valued and achievement will always Finally, underpinning all of our businesses we be rewarded. Lastly a dedication to excellence is should always ensure a big social heart wherever needed throughout, not only being consistent with possible. Going the extra mile to give and share as Jamie’s personal beliefs, but setting the standard much as we can should be at the forefront of our for our competitors to admire and follow. minds. We need to support our commitment to authenticity and integrity, delivering great quality John Jackson and value to as many people as possible. CEO Jamie Oliver Holdings about us 1.2.2 our group values Our group values talk about the way we like everyone in our group of companies to approach everything Keep it Simple they do at work. They’ve been inspired by Jamie’s Challenge complexity - things should be easy to use approach to food, cooking and life in general. If and easy to do. everyone uses all of these values in their approach to work every day, we’ll really be able to add to the success and excellent reputation of our group of Enjoy Yourself Take pleasure in your work and your working companies and achieve our goals. relationships. Give it your all Work hard and enjoy the rewards for a job well done. Spread the Love Share the good times. Help throughout the bad times. Think Fresh Fresh ideas. Fresh approach. Great results. Grow with us Adapt to change and grow for the future. about us 1.2.3 jamie’s food philosophy Jamie’s food philosophy sums up Jamie’s core beliefs about food and cooking and what they really mean to him, giving you a little taster of why he has such a passionate life long love affair with all things food. What Jamie believes about food: Food belongs to everyone Food isn’t the preserve of posh restaurants and fancy chefs. Everyone knows something about food and everyone has valid opinions about it. We can all enjoy food and reap the benefits from it. Everyone can have a go at cooking it Cooking doesn’t have to be complicated. With a little bit of basic know-how, cooking fresh tasty food for yourself, your family and friends can be quite simple. No-one should be nervous about having a go! Everyone can afford to eat well No matter what your budget is, with a bit of clever shopping and careful cooking you can eat as well as anyone else. Some of the poorest people in the world eat the most delicious food every day and have the healthiest diet. Food can make a difference Food is powerful. It can bring people and families together. It can make you feel fantastic, energized, comforted, loved and above all happy! It nourishes your body and soul. What Jamie believes about cooking: Good ingredients are the key to good food Using quality ingredients in your cooking makes a real difference. Always have a look at what’s available when shopping, pick and choose carefully and if there are different levels of quality, try trading up a level to see if you can taste the difference. Buy the very best you can afford. Freshness makes a difference Fresh ingredients have the best flavour and texture and nutritional value, they can make all the difference to a dish. The fresher most ingredients are when you buy them, the better. Vegetables frozen just after picking have high nutritional value too, more so than non frozen veg that have been sitting around for a while. “If you’re going to eat three times a day for the rest of your life, you might as well learn to cook properly and enjoy it!” Seasonality is exciting These days we can have almost everything all year round, but buying seasonally means there are always new seasons and new ingredients to look forward to. Buying seasonal food generally means it’s better quality and tastier, and it often means you are buying local produce. The simplest dishes can be the best A few simple well chosen ingredients simply cooked and put together on a plate can be greater than the sum of their parts. The exciting combination of different ingredients and flavours can transform a dish from something fairly ordinary to something that is amazing. about us 1.2.4 being responsible We aspire to be involved with businesses which respect and seek to improve human rights, the environment and the communities in which we operate. As such, we will endeavour to treat everyone with respect, act in an environmentally friendly way and continue to contribute to the wider community on all possible levels, especially through education around healthy eating and the responsible production of good food. about us 1.2.5 our group of companies The Jamie Oliver group’s Responsible for activities Responsible for the Jamie holding company involving Jamie the person Oliver brand and our - including publishing, live investments in existing shows, jamieoliver.com and subsidiaries and new ventures endorsements. Partners and projects include Penguin, Fremantle International Distribution and Sainsbury’s TV production company Design studio working across Develop and distribute Jamie Collection of neighborhood producing both JO and all media on consultation, art Oliver branded food and non- restaurants offering high quality, non JO programming direction and branding food products internationally. authentic and affordable Italian Partners include Tefal, Royal food Worcester and DKB William Levene Enterprises Social Enterprise and global Artisan bakery supplying Talent management Publishing, mainly of children’s restaurant franchise. Trains restaurants, markets and the literature disadvantaged youths to wider catering industry become chefs about us 1.2.6 our company stucture Jamie & Jools Oliver Fresh Nomininees Ltd GRB II 60% 40% Jamie Oliver Brand Fresh Publishing Management Ventures (books, magazines, 20% - Talent Agency 86.5% - Italian Restaurants (Holdings) syndication) T.V Presenter Services 100% - TV production Enterprises Live shows 100% - Books PR / Marketing (inc website) 50% Bakery Endorsements (Sainsbury’s) Fresh Crush Also grants 75% - Flavour Shaker recipe licences to broadcasters, Fresh Retail Ventures and others, where & appropriate 40% - Design Agency about us 1.2.7 our partners & projects Products Jamie is a major shareholder in FRV which allows him the hands-on involvement he loves so much Fresh Retail in design, creation and development of all his An innovative company all about creating great ventures. At the same time, he is able to work products with people that have expertise in sourcing, manufacturing, marketing and distribution. The company is based in Manchester and services the international market through a small network of strategic partners. A bit about the positioning of Jamie Oliver products Jamie loves to get people in the kitchen and get people cooking. It’s this passion which brought Jamie to develop his products. Every product is designed to inspire people to try new things. In other words, ‘Get Stuck In!’ Everything about the product embraces Jamie’s values and personality. The brand essence is ‘Lovely Food Made Easy’ and the products, packaging and communication materials are designed to single mindedly deliver against this promise. The brand personality is passionate, honest, challenging and fun. The copy on the Fresh Retail Ventures Limited (FRV) was set up packaging, the POS, and the marketing materials in 2006 to support the product side of the Jamie are from Jamie and in his own words. The product Oliver brand. The company is dedicated to itself is really high quality and authentic so the designing, developing, sourcing and marketing customer is always getting ‘more than they expect’. Jamie Oliver’s food and non-food products internationally. The products are sold into food retailers as well as into department stores and independents around The team at FRV works closely with all of Jamie’s the world. Within each level of distribution the partners including Tefal, Royal Worcester, DKB product will be priced in the upper middle tier and William Levene and Merison, internally with all represents the best quality at the best value. of Jamie’s activities (i.e. books, television) and As partners, distributors, retailers, sales people and with other strategic partners and suppliers in anyone that is involved with the Jamie brand, we product development and distribution to ensure all have the opportunity to make the consumer’s a holistic approach in design, development and experience an even better one – one that is communication. consistent with what Jamie stands for! Tefal DKB William Levene Jamie and Tefal have worked together since When Jamie wanted to bring his ‘Flavour Shaker’ autumn 2002, designing and developing cookware to market, William Levene was the company of the highest quality and greatest design. Jamie’s he turned to and together they achieved a Professional Series launched in 2003. It’s a fantastic critical and commercial success in the UK and collection that brings together durable surfaces, internationally. Since the Classic Flavour Shaker’s innovative features and great design in a line of launch in 2005, the partnership has launched a cookware that anyone – from experienced chefs to range of coloured editions, a premium stainless people who just want to get stuck in – can use to steel edition and special limited editions. Since create simple but fantastic meals. The Professional William Levene’s acquisition by the DKB Group in Series includes these ranges: Stainless Steel, Hard 2006, the relationship progresses from strength to Anodised, Silicone Bakeware, Cast Aluminium, strength with further new products in development Cast Iron, Kitchen Tools and Pressure Cooker. for launch in 2009. Royal Worcester Royal Worcester and Jamie have been working Merison together since July 2001 on lovely ranges of table Whether its pod-shaped barbeques or funky and cookware ceramics. Royal Worcester is over melamine table wear, Merison and Jamie have 250 years old and has a fantastic tradition of developed together beautiful ranges of original combining art with amazing craftsmanship. Jamie’s products for use outdoors. Merison has been range of cook, serve and tableware is ideal for easy, designing and developing table top and outdoor relaxed entertaining. Ranges include: White, Easy articles for 112 years and have many exciting Entertaining, Cheeky Mugs, Simply Blue and At plans for new innovative products in the months Home; with an exciting programme of NPD in the and years ahead. pipeline. Media Fremantle International Distribution Penguin Fremantle International Distribution (FID) is part of The collaboration with Penguin started with the first FremantleMedia – one of the largest international Naked Chef best-selling book in 1998. Since then, a creators and producers of programme brands further seven books have been published internationally: in the world. FID is the international distributor The Return of the Naked Chef, Happy Days with the of Jamie’s TV shows, selling them into over Naked Chef, Jamie’s Kitchen, Jamie’s Dinners, Jamie’s 60 countries including Germany, Australia, Italy, Cook with Jamie and most recently Jamie at Scandinavia, Holland and the US. FID work with Home, with Jamie’s Ministry of Food (working title) Jamie and his team on the distribution of all scheduled for launch in the autumn of 2008. To date, Jamie’s programming (excluding only the first three the books have been translated into 26 different series of the Naked Chef). languages and are distributed in over 50 countries. Fremantle Home Entertainment Magazine columns/syndication Fremantle Home Entertainment (FHE), a division Jamie currently has columns with News of the World, of FID, and Jamie have worked together on the Easy Living and Sainsbury’s Magazine in the UK. international distribution of his DVDs. The current As with the TV programmes, this material is actively titles of DVDs include: Happy Days Tour Live!, syndicated internationally. Oliver’s Twist, Jamie’s Kitchen, Jamie’s School Dinners , Jamie’s Great Italian Escape and most recently Jamie at Home. Endorsement Restaurants Sainsbury’s Jamie’s Italian Jamie has been working with the UK supermarket This new venture aims to bring Jamie’s books to Sainsbury’s since 2000. Jamie is the key figure in life and provide fast, urban casual dining which will recent campaigns including: ‘Making Life Taste appeal to many kinds of customers – from those Better’ and ‘Try Something New’. wanting to grab a quick breakfast, a quality fresh sandwich or a 30-minute lunch to those wanting a In addition to endorsing the supermarket, Jamie more leisurely pre-cinema evening meal. The price- consults in areas of food development, advising point will be competitive with pasta dishes starting on sourcing and cooking. The Jamie Oliver Taste at £5.00 although ‘Jamie’s Italian’ will pride itself on the Difference 21 day extra mature beef was sourcing high quality ingredients and creating many introduced as a result of this. Jamie also trains dishes on the premises. The first in the collection of the Sainsbury’s Food Advisors who work in-store neighbourhood restaurants opened in Oxford at the offering customers sampling and new ideas. They end of May, with further openings scheduled for Bath, are also sent out across the UK, visiting over 200 Brighton, Kingston and Cambridge. schools and teaching children how to eat healthily. Other new projects Jamie and the team are also working on a number of other projects, which have yet to be announced.