Sunday Herald Sun - Body and Soul - - COVER STAR -

Jamie’s next “chal­lenge of a life­time” is to take on the ma­jor food and drink spon­sors of the Tokyo Olympics in 2020 so they meet cer­tain nu­tri­tional and eth­i­cal stan­dards.

“What I want to do is to cre­ate a brand to spon­sor the Olympics, which is the big­gest plat­form on the planet, and al­low any busi­ness in any coun­try of any size – big, small or medium – to get in­volved and have that stamp of ap­proval if it’s eth­i­cally and re­spon­si­bly sourced and ful­fils a cer­tain nu­tri­tional cri­te­ria.

“I’m go­ing through the mean task of try­ing to find £100 mil­lion [AUD$176 mil­lion] to be a le­git­i­mate spon­sor for the Ja­panese Olympics, and the peo­ple that run it are very pos­i­tive and would love us to do it. Of course, we’re not al­lowed to fight with any of the hys­ter­i­cal com­pa­nies. I just think the Olympics is a metaphor for where we go for the next 50 to 100 years, and

[...] I’m try­ing to come up with some­thing clever.”

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