According to a report in New York magazine, Oliver is spending a month in the city to tour school cafeterias, as well as make television appearances and do book signings.
"I thought maybe we could help here. Help them eat real food instead of packaged lies. You know, turkey which is real turkey and not donkey bollocks," the magazine quotes Oliver saying.
The UK version of 'School Dinners' was famous for a scene in which Oliver showed schoolchildren, who were reticent to embrace his regime of fresh, non-processed foods, the raw ingredients that went into making their beloved chicken nuggets and turkey twizzlers.
Public support for the chef moved the Labour government to pledge funds to improve the food served at schools around the country.
While he investigates the possibility of bringing the project to the US, Oliver is on UK television screens in the new Sainsbury's ad campaign, and in ads for The Guardian, ahead of the launch of his new book 'Jamie's Italy'.
The "Try something new today" campaign, created by Abbott Mead Vickers BBDO, saw the "Making life taste better" strapline dropped after six years, with the new slogan designed to give shoppers "inspiration".
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
_1.jpg)
.jpg)
