“MY $176 MILLION OLYMPIC DREAM”
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.”