Now, now Jamie Oliver, it's time to share that buffed up halo of yours. There's a new player in town.
And it comes in the unlikely form of cross-dressing, former-cage fighting, reality TV Z-lister Alex Reid.
What do you mean you don't know who he is? To be fair, I'm not 100% sure either.
I think he may have been married to the grotesquely over-tanned human barbie doll that is Katie Price and apparently he's going to be married to the grotesquely over-tanned human barbie doll that is Chantelle something-or-other.
What has all this got to do with Jamie Oliver, I hear you cry.
Mr Reid has decided that he needs to get his A game on if he's going to continue getting papped by the press and has branched out from doing, erm... nope, I've no idea what he spends his time doing.
But he now fancies a pop-up on the political scene and top of his agenda is school meals. He recently spent the day at the House of Commons attending Prime Minister's Questions and he made sure everyone knew about it.
Before going in he tweeted to his unusually large number of Twitter followers (140,000 people have WAY too much time on their hands):
"So Mr Cameron, wot do u think about.....? Just about to sit in the House of Commons PM question time. Must keep quiet must keep quiet".
He then followed up with: "Move over Jamie Oliver, let's get school dinners in this country sorted. Not that Jamie's not a top guy with a top idea!"
The man was clearly very excited, judging by his mantra to keep schtum, so we'll excuse the poor spelling. But does he actually expect to be taken seriously as a school meals champion?
The most he has in the way of credentials is his fiancee is expecting a baby and let's face it, he's hardly a trailblazer in that regard.
Yes, I'm haughty and yes, I'm scornful at what could be seen as a well-meaning attempt to better society.
It's not. Not even on the surface. It's a completely unveiled example of a fame-hungry publicity whore grappling at new ways to stay in the spotlight.
I will watch these events unfold with despair.
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