Jamie Oliver cooks up drive to aid falling fish stocks
Oliver, whose 30 Minute Meals recipe book has just topped the best-seller lists, will be hoping his influence can persuade shoppers to change their habits.
His programmes are part of a new season of Channel 4 programmes, The Great Fish Fight, which will also see Gordon Ramsay swimming with sharks.
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Hide AdHeston Blumenthal and Hugh Fearnley-Whittingstall will also front shows on marine life. The programmes aim to alert shoppers to diminishing fish stocks and the future impact on the lives of people around the world.