Jamie Oliver programmes ("The Naked Chef", "Return of the Naked Chef" & "Happy Days with The Naked Chef") for the BBC, Oliver moved to Channel 4 in the United Kingdom, where his first series was a documentary, "Jamie's Kitchen" which followed the setting up of Fifteen restaurant in London. The restaurant, in Westland Place, London, continues to train young adults who have a disadvantaged background for careers in the restaurant business. In June 2003, Oliver was awarded an MBE for his services to the hospitality industry. Although it is customary to wear a tie for the prestigious event, Jamie Oliver had decided
Jamie Oliver every year, although neither J. Sainsbury nor Oliver has ever discussed the exact figure. By 2004, the company had made 65 advertisements with him, but the arrangement was not without controversy. Oliver was reported to have admitted that he does not use supermarkets. He criticised Sainsbury's CEO Justin King when Oliver slammed the "junk" sold by supermarkets that ends up in the lunchboxes of millions of children. King reportedly hit back, saying: "Dictating to people—or unleashing an expletive-filled tirade—is not the way to get engagement." In July 2011, after eleven years, the partnership between Oliver and Sainsbury's ended. The final