“I should have been Italian. There is such diversity in lifestyles, cooking, traditions and dialects. This is why, as a chef, I find this country so exciting…” These words of Jamie Oliver, the popular TV chef, rightly depict the deep attachment to Italy and its cuisine that the English TV Chef has had since the beginning of his career. Hundreds of thousands of TV viewers worldwide have been introduced to authentic Italian cuisine through Jamie Oliver’s words, recipes and dishes. His commitment to Italian cuisine was particularly strong in 2009, with the further development of Jamie’s Italian venture in the UK, with the opening of many restaurants that use excellent made-in-Italy products at an affordable price. This commitment is scheduled to continue in 2010 in both England and Asia.