Recipease: Jamie Oliver’s New Shop in London Opens Today

As longtime Jamie Oliver (aka The Naked Chef) fans, we’re excited to hear about his latest venture: Recipease, a local food and kitchen supply store in London, set to be the first of a chain to open throughout the UK.  The shop, which opens today on St. Johns Road, Clapham Junction, is just one of Jamie’s many efforts to extend his approach to healthy, conscientious cooking and eating to as many people as possible. He’s written several cook books, opened a restaurant training under-privileged, aspiring young chefs, and has led a push for a UK-wide improvement of school lunches. Recipease is meant to be a one-stop shop for novice and more experienced chefs to get all they need to create healthy, delicious, Naked Chef-style meals.

Treehugger offers more details:

There are three choices offered for people who want to get more at ease with cooking and eating healthy foods. First there is “Easy to Go“–that’s a deli-style, take-away food section where one can buy main courses and desserts pre-made. These include fish pie, lasagna, roast chicken, tiramisu and berry crumble.

Next is the “Easy to Make“. The idea is that ” you can assemble a brilliant meal in around 10 minutes in our kitchens, using ingredients we’ve prepped for you ahead of time.” You pick the dish, book a time and come into the store and they will have all the ingredients laid out and you create your meal by following the simple steps on the recipe cards provided. They do the shopping, chopping and preparing for you, and you put it together and take it home to cook.

The real leap is getting taught from scratch by the pros: “Easy to Learn“. In this option, you pick a recipe such as fish pie, risotto or knife skills, book a time and turn up.

The place looks like a farm kitchen, with all the herbs in nice bowls and sauces ready to go and Jamie-clones ready to offer suggestions and answer questions.

… Jamie hopes that Recipease will change the way people think about food: “Seventy per cent of people in the UK don’t get time to cook and we consume more pre-packaged food than the whole of Europe put together. We want to get people cooking with fresh food again. Genuinely, the most important thing about the business is not the business. It’s about trying to empower people who are nervous about cooking or are already good at cooking to have a go.”

Recipease

[via Treehugger]