The one-man brand and healthy eating crusader has become almost as ubiquitous over the past 13 years as some of his ingredients - potatoes, say. Or water. As such, he's become the most bankable celebrity chef in Britain - something acknowledged by supermarket giants Sainsbury's who have used his cheeky chops to advertise their shops since 2000 (though they finally part company at the end of this year). His latest book out just in time for Christmas is 'Jame's Great Britain'. Such is his devotion to government policy reform (see his much-aped school dinners campaign), you might expect this to be some sort of political manifesto outlining how we can be a nation of celery-chomping super humans. In fact, it's a celebration of our native cuisine and the ways in which it has been improved by other cultures over the years, featuring (another) 100 of his favourite recipes.