Interesting article Ezymay. I have a few thoughts on it though (not directed at anyone here - just my thoughts on the article in general)
Watching his shows, I don't see how the meal would take longer than 30 mins to cook - it looks reasonable and doable to me. I also don't understand why people complain about the cost of herbs - make a herb garden. It costs hardly anything, herbs grow like weeds, they are really handy, save you a fortune and make food taste sooooo much better. Not to mention they are good for you. And with regards to complaining about the cost, people complain too about those Coles $10 meals done by Curtis Stone. Seriously, I think most of the time they are just not very creative about getting their ingredients together. Just because there is a recipe doesn't mean that they shouldn't think for themselves. Certain ingredients will always cost more or less depending on the season. Some foods are better made when all the ingredients are in season otherwise it does cost a fortune. If you eat with the seasons it is soooo much cheaper, the food tastes better (because it is ripe and readily available and not frozen or preserved) and really good for you.
What I really love about Jamie Oliver in his 30 mins meals is that he seems to have developed a passion for teaching people to eat better and he creates quite a balanced menu with the right amount of protein, carbs and roughage. I really like his passion and I like that he isn't just about creating fine foods (which is the fade so much at the moment) but about creating food that people can eat on an everyday basis and to me, his ingredients are everyday ingredients. There is nothing in the curry he cooked last night that I don't have in my pantry or fridge already (with the exception of the flat breads - but I make my own sometimes).





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I agree about the herb garden too...a window box is super cheap and easy. You can freeze fresh herbs too. 



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