Celebrity chef Jamie Oliver is currently facing heat outside of the kitchen, as many people have taken issue with the launch of his new food creation, “Punchy jerk rice”, which has the roots of Jamaica in the name, but apparently, not so much of the traditional, ingredients or taste.
The new, microwavable rice meal has cooked up a storm and is being criticised for misinterpreting the original Jamaican cuisine, where “jerk” is simply, a seasoning used to marinade barbecue meat (e.g. chicken and pork) – “jerk” isn’t a technique that is used to prepare rice.
The British chef and restaurateur’s rice creation has been called out for cultural appropriation as many feel that the branding of “jerk rice” misleads an important staple in Jamaican food and culture.
Jamie’s cooking style is renowned for taking well-known, world cuisines and adapting popular dishes with a new spin. His influences stem from countries including, Spain, France, Morocco and Italy.
Labour MP of Jamaican descent, Dawn Butler, is one of many who take issue with Oliver’s new dish, and voiced her opinions on Twitter. “I’m just wondering do you know what Jamaican jerk actually is?”, Butler wrote.
“It’s not just a word you put before stuff to sell products. Your jerk rice is not OK. This appropriation from Jamaica needs to stop.”
#jamieoliver @jamieoliver #jerk I'm just wondering do you know what #Jamaican #jerk actually is? It's not just a word you put before stuff to sell products. @levirootsmusic should do a masterclass. Your jerk Rice is not ok. This appropriation from Jamaica needs to stop.
— (((Dawn Butler))) (@DawnButlerBrent) August 18, 2018
Others took to social media to share their outrage:
https://twitter.com/ReginaHolland_/status/1030775565735874560
https://twitter.com/misschazmatazz/status/1031570212972359680
https://twitter.com/TheDaiLlew/status/1030803282120331267
https://twitter.com/White_Yardie/status/1031251786080903168
https://twitter.com/itvnews/status/1031623577840373760
https://twitter.com/itskenblatchi/status/1031949208172093443
Jerk is used to season chicken or pork and by tradition most jerk marinades, contain ingredients like thyme, lime, allspice, scotch bonnet chillies, sugar, soy sauce, ginger, onion and garlic.
Many have questioned the ingredients in Jamie’s rice which include ginger, garlic and jalapeno peppers that he uses, “to create a jerk marinade with attitude”. (Who knew inanimate objects could have ‘attitude’?)
TV chef Rustie Lee, who was born in Jamaica says, “No such thing in the Caribbean as jerk rice,” adding: “Jamie’s recipe has got aubergine in it, he’s got ginger, he’s got red beans and jalapeno peppers – it’s closer to a paella than anything else.”
Stand-up comedian and actress Judi Love illustrated her frustrations by the misuse of branding the rice product, “jerk”, by showing her fans what happens when you try to order jerk rice from a Jamaican restaurant…
https://twitter.com/1Judilove/status/1031864891404177408
However, not everyone sees Oliver’s rice creation in this way; Conservative MP Neil O’Brien was one who pointed to the fact that he makes food from other countries too:
https://twitter.com/NeilDotObrien/status/1030843937261608961
https://twitter.com/amyclare_95/status/1031505728635396097
https://twitter.com/phil11936/status/1031511871562690560
https://twitter.com/carysrees15/status/1031532646122307588
However, Gina Yashere, stand-up comedian, & British correspondent shared her views as to why Oliver made a mistake, she says: “People are saying but why’s it appropriation, it’s just a sharing of cultures? No. It’s sharing when everybody gets an equal share of the profit but when the most people making money out of Jamaican food, ain’t Jamaican people… it’s appropriation.”
https://www.facebook.com/ginaisfunny/videos/1034032816757429/
In response to the online debate, Jamie Oliver says that in using the name “jerk”, his intention was only to show where his cooking inspiration came from.
In a statement he explains: “I’ve worked with flavours and spices from all over the world my whole career, learning and drawing inspiration from different countries and cultures to give a fresh twist to the food we eat every day.
“When I named the rice my intention was only to show where my inspiration came from.”
Is ‘jerk rice’ cultural appropriation – or are people making a big deal? Tell us your thoughts on Twitter @Pridemag – but, speaking for ourselves, we won’t be making a beeline to try it any time soon…
