Jamie Oliver has dedicated himself to improving the health of children with his campaigning television shows.
But while he has regularly faced youngsters unwilling to try the new taste of vegetables, he had never before faced government officials attempting to preserve the unhealthy meals.
The 35-year-old British chef travelled to Los Angeles to campaign for improvements in children's eating habits amid what he describes as an 'obesity crisis' in America during the second series premiere of his U.S. Food revolution.
But the Naked Chef got a major shock on arrival as officials shut him out of every school in the city's Unified Schools District because they said his efforts weren't welcome.
But the father-of-four refused to give up and set about convincing dozens of parents to help him get school officials onside.
First, he spoke on Ryan Seacrest's popular morning radio show and held a rally at his Food Revolution headquarters, Jamie's Kitchen.
'They won't let me in their schools, which means it's war,' he told viewers on Tuesday night's ABC premiere.
'In my whole career I've never been blocked from an institution. Now I need the parents to support me to help me get into those schools.'
In just seconds, the phone lines into Seacrest's studio were red hot with concerned parents eager to speak to the chef.
'As soon as those phones started ringing, it felt like they had my back,' said Oliver. 'I can't tell you how good that feels.
'My job with setting up the Food Revolution is harnessing and facilitating activism.'
The next day, Oliver was thrilled to see a crowd of mums and dads show up at his project HQ with their young children.
Examining their pre-packed microwaveable school meals and snacks, Oliver was incredulous.
'Brownies for breakfast,' he said. 'It was worse than many that I've seen before. I was shocked, I never realised there was minimal cooking happening in these kitchens.
'It all looks like aeroplane food. Imagine having that every day.'
Oliver got inside parents' minds by asking them to think back to the day their first child was born
'Beautiful perfect, unspoiled,' he said. 'You want them to have better. From age of four to 18 these children are eating this junk.
'This is the start of something big, good things are happening but it's not happening fast enough. I've been shut out of seeing where it's come from, where it's made, how it was processed. Where did the meat come from?
'What's it being washed in, or tossed in or covered in? Is this plastic really all right to be cooked in?
'After seeing this food, I need to see the LA USD and explain to them "Look I'm onside and I just need access to one school".'
To further hammer home his cause, Oliver brought a cow along for a demonstration about where their burgers and chili may come from.
After giving a brief lesson on the different cuts of beef, Oliver held up the waste - 'the bits that no one wants' - which he said is eventually turned into dog food.
'In my industry, we call those trimmings s***,' he said.
He then showed the group how the piles of waste, which he said was not fit for human consumption because it was full of salmonella and E-Coli, was turned into 'pink slime' which ends up in their food.
Throwing it into a washing machine, he described how machinery splits the fat from the meat and how it is then washed with ammonia and water to kill germs before being drained and minced.
Parents watched the shocking demo in disgust.
'I haven't got a problem with burgers,' said Oliver. 'I eat them and I love them. I have a problem with what's in it.
'Hamburgers, chilies, steaks, tacos. This is a practice openly admitted to being in at least 70 per cent of ground beef products. That kind of puts it everywhere.
'The supporters of this product would say it's safe and efficient. But everything about this process to me is about no respect for food or people or children. I'd want to know he I'm eating this stuff I'd want it clear labelled.
'At the moment there's nothing to let you know you're eating it.'
He got a round of applause at the end of the demo, saying: 'Stick up for me guys, I need your help.'
Oliver had brought wife Jools and their four children to Los Angeles because he missed them when he filmed the first series in Huntington, Alabama.
'I love having my family here, it's precious,' he said. 'But it's really hard trying to be a good husband and dad and trying to take the food revolution in the right place at this time.'
He then tried his luck at a public meeting of schoolboard officials, where he pleaded his case during a three-minute slot of public speaking time.
Oliver left disappointed after being 'palmed off' to a board assistants.
'They basically treated my like an idiot,' he said. 'In all the years I've done campaigning TV, we've had issues, problems, arguments and ups and downs.
'But I've never had an institution completely shut us down.'
Broadening his horizons, Oliver managed to get a foot in the door at one of America's many independent fast food drive-thrus, Patra's Burgers.
After listening to his plight, owner Deno Perris agreed to listen to his healthier fast food suggestions.
But ultimately, he refused to switch to better quality burgers because of price hikes.
'I feel exhausted,' said Oliver, looking beaten. 'All I've done is make a couple of burgers and milkshakes and mentally I feel thrashed.
'Deno is openly saying he'd never feed his children the milkshakes that he serves to his customers. That attitude has got to change.'
Next, Oliver tackled one of his pet hates - feeding children flavoured milk.
To give a stark demonstration to parents, he pumped a school bus with a week's worth of sugar which is added to children's milk in the LA area.
After half an hour, the iconic yellow vehicle - a symbol of trust in the U.S. - was overflowing with 57 tonnes of sugar.
'This is what's happening to American kids - absolute overload of sugar,' Oliver told a small crowd.
'Fifty seven tonnes of sugar is getting into your children for absolutely no reason.'
Looking exhausted and defeated, he told viewers: 'We are treading water and getting locked down left, right and centre. We are getting nowhere. This is the cold shoulder.
'We're doing a great show about how people don't give a s***. So far, what we've got going on is rubbish.'
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