After campaigning on behalf of the British pork industry and encouraging consumers to buy the meat of well looked after British pigs instead of the poor old swine brought up under much worse conditions in other parts of Europe, Jamie Oliver has come under fire from animal rights' activists who protested outside Fifteen.
Most people can understand the People for the Ethical Treatment of Animals' (PETA) bugbears when it comes to foie gras or fur coats but targeting someone who's actually trying to do something positive for the "ethical treatment of animals" does seem slightly misjudged.
Not in PETA's minds, who argued: "The answer to saving pigs is not to buy British pork, it's to go vegetarian."
Does that seem reasonable to you?
No, not right. Bless Jamie for raising the issue - even though the cynics among us might view his pig campaign as a "me too" attempt to generate the kind of media profile HFW achieved last year with his free range chicken campaign. If PETA wants to engage with the nation on the ethical merits of a meat-free diet, I'd suggest they act a little more responsibly. Their anti-Jamie stance seems, to me, naive.