Jamie Oliver's Ministry of Food initiative claims to be breaking new ground, publishing recipes free on MySpace. The book, which accompanies a new BBC TV series, aims to get the nation cooking again, promoting straightforward - and healthy - recipes that anyone can master and urging everyone to 'pass it on'.
Through Oliver's MySpace profile, five recipes are available, alongside video demonstrations. This 'minibook sample' is accompanied by a blog from Oliver, encouraging questions and debate from his MySpace friends to inspire them to get cooking.
Oliver, who is concerned that, as a nation, we don't cook but merely reheat - in part because little or no cookery is these days taught in schools - believes he's reaching out to a community of around 100m people. 'Hopefully it will inspire everyone to get talking and get cooking, and it's the perfect environment to get people passing on the message virally.'