TED2010 Prize Winner Jamie Oliver: One Year Later, Five Major Announcements

By The Ted Prize, PRNE
Tuesday, March 1, 2011

Oliver Unveils Food Truck, Permanent Teaching Kitchens, and Partnerships with the American Heart Association & The California Endowment

LONG BEACH, California, March 3, 2011 - One year after announcing his wish for a strong, sustainable national
movement to overcome obesity, TED2010 Prize winner Jamie Oliver returned to
the TED stage and announced critical developments to meet his "twenty year
vision" of fostering permanent change:

Jamie Oliver and the American Heart Association (AHA) this morning
announced the formation of a partnership to open Food Revolution Kitchens -
community-based centers where people can learn basic cooking skills and how
to prepare affordable, nutritious meals. Their goal is to have at least five
kitchen centers within the next 18 months, with plans underway for New York,
Los Angeles, Cleveland, Baltimore and Dallas.

Also unveiled today was the flagship Food Revolution truck - the mobile
kitchen classroom Jamie envisioned to spread the grassroots movement.
Designed pro bono by the Rockwell Group, the truck will travel to communities
to teach kids, parents and professionals about food and cooking.

The truck will be part of a three-part program with the American Heart
Association and The California Endowment to bring food education to four
underserved communities in Los Angeles (South LA, Boyle Heights, Long Beach
and Santa Ana).

"Before I was awarded the TED Prize, my vision for helping Americans
learn cooking skills and making the switch to fresh foods wasn't much more
than an idea," said Jamie Oliver. "But the extraordinary resources and
passions of the TED community have made it a real campaign that will make a
lasting impact. I am so proud of what we've accomplished. Not only do we have
a world class mobile teaching kitchen, but with the AHA and TCE partnerships,
we are starting to reach communities that we never could have dreamed of.
With everyone who has come together through TED, as well as the reach of the
ABC show, it will definitely be an enduring campaign that makes real change
over the next decade."

A new community website and on-the-ground activist program also kicks off
today: /www.jamiesfoodrevolution.com. On this site, parents who want
to change school food can download toolkits and participate in seminars and
tutorials. People who want to learn to cook can also download recipes and
videos. Mapping technology and Facebook will help people find their local
allies and get active in their own communities.

"Jamie Oliver is a force to be reckoned with, and combined with the
vision and dedication of the TED community, we are on our way to realizing
his wish," said Amy Novogratz, TED Prize Director. "In just one year, we have
met benchmarks and exceeded expectations. Together we have built a Food
Revolution truck, established critical partnerships, and launched the Jamie
Oliver Food Foundation. With growing momentum and support, imagine where we
will be in 2012."

One person can make a difference, but the many people who have come
together - and continue to join in Jamie Oliver's wish - can change the
world. Over the last year, members of the TED community and their friends
have stood up and contributed to Jamie's wish, including: Rockwell Group;
Mike and Sukey Novogratz; IDEO; Farber Specialty Vehicles; The Groop; Group
SJR; Paper Airplane; Nurun; EMG3; American Heart Association; CK&D, a cause
marketing and media group; and The California Endowment.

"The American Heart Association has always offered information to
consumers," said American Heart Association President Ralph Sacco, MD. "But
we know that to create meaningful changes toward healthy eating we will need
inspirational and committed partners, like Jamie Oliver and The California
Endowment. We are proud to stand with Jamie to open Food Revolution Kitchens
so consumers can learn how to replace an unhealthy diet with healthy, home
cooked meals.

"Low-income families across California struggle to access healthy foods
in communities where cheeseburgers are plentiful yet fresh produce is either
elusive or unaffordable and it's resulting in an explosion of obesity and
type 2 diabetes," said Robert K. Ross, M.D., president and CEO of The
California Endowment. "Jamie Oliver's Food Revolution shines a light on this
and his community-based approach brings his fresh perspective directly to the
people who struggle daily with these issues."

"We are thrilled to work with Jamie Oliver on the Food Revolution Truck
to bring his initiative to underserved communities around the country," said
David Rockwell, founder and CEO of Rockwell Group. "We feel that design plays
an important role in sparking children's imagination, and sending them on the
road to a better life."

"The Groop is honored to lend our user experience and creative talent to
such an important movement," Jose Caballer, Chief Visionary and CCO of the
Groop. "Helping facilitate this opportunity for Jamie is a fulfillment of our
vision to only work on the biggest challenges we face in sustainability,
education, financial literacy and the health of the American people. Plus we
are foodies and love cooking and great food."

Jamie Oliver has committed to building this movement for the long term,
to see through the change and improvements needed to fight obesity. To drive
this effort forward, he has established a U.S. non-profit, the Jamie Oliver
Food Foundation (JOFF), to fight obesity and promote better dietary health
through food education and cooking skills. The JOFF will drive a social
movement for cultural change, advocate for better food choices and integrity
through the food chain, and develop educational programs to promote home
cooking, in particular in schools and vulnerable communities.

To continue monitoring his non-profit and the success of the Food
Revolution, visit www.jamiesfoodrevolution.com. For more information
on the TED Prize, visit www.tedprize.org.

    For Press Inquiries:
    Erin Allweiss, eallweiss@groupsjr.com
    +1-917-512-2118/+1-202-446-8265 cell

About the TED Prize

The first TED Prize was awarded in 2005, born out of the TED Conference
and a vision by the world's leading entrepreneurs and innovators to change
the world - one Wish at a time.

The reward: $100,000, the TED Community's array of talent and expertise,
and the leadership of a TED Prize team. From Bono to Bill Clinton, from Karen
to Sylvia Earle, each year the winner presents his or her wish live
from the TED stage.

Erin Allweiss, eallweiss at groupsjr.com, +1-917-512-2118, or +1-202-446-8265 cell

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