272 - Celebrity Chefs

Fenômeno impossível de ser revertido: enquanto os ingleses voltam sua atenção para a criatividade na cozinha, os Chefs ficam famosos, tornam-se uma categoria poderosa, escrevem best-sellers e causam furores na televisão.
by Mark Worden.

In recent years Britain has seen a new phenomenon: the celebrity chef. Not all celebrity chefs run restaurants, but {yootooltip title=[ they do host ]} they do host - apresentam {/yootooltip} popular cookery programmes on television and write best-selling {yootooltip title=[recipe books]} recipe books - livros de receitas {/yootooltip}. Examples include Jamie Oliver, Nigella Lawson, Gordon Ramsay and James Martin. A Yorkshireman by birth, James Martin’s media career began in 1996 with the TV show James Martin: Yorkshire’s Finest and he found a wider audience when he appeared on the popular {yootooltip title=[Ready Steady Cook]} Ready Steady Cook - (jogo de palavras com: “Ready Steady Go” – “Em seus Lugares, Preparar, Vai!”) {/yootooltip}. Martin was the guest of honour at this summer’s “Leeds Loves Food” Festival and it was here that he talked to Speak Up. James Martin says that he personally hates the term “celebrity chef,” even if he admits that the phenomenon does exist:

James Martin
(Standard English/Yorkshire accent)

It’s not just the UK, it’s around the world, really. Funnily enough, I sell just as many books in the UK as I do in Korea. I’ve never been to Korea in my bloody life and no idea where it is on the map, but I sold a quarter of a million books there last year! So {yootooltip title=[it’s kind of weird]} it’s kind of weird - é meio estranho {/yootooltip}, it’s the title that people put on it, but {yootooltip title=[ it’s not the one that we make up ]} it’s not the one that we make up - não seria o tipo de nome que nós colocaríamos {/yootooltip} and {yootooltip title=[it’s just one of those things]} it’s just one of those things - essas coisas acontecem {/yootooltip}. At the end of the day, you’re a chef, it’s where it all began is in the kitchen, it’s where it’s going to end, and the bit in the middle is, while {yootooltip title=[it’s a fantastic ride]} it’s a fantastic ride - é uma experiência fantástica {/yootooltip}, you never forget where you’ve come from, because you’ll end up back there and I think that’s the most important thing. That keeps your feet on the ground anyway.

And we asked James Martin to describe how he himself became a “celebrity chef”:

James Martin:

I was literally working in a hotel. I was 21 years old at the time, as head chef. I was 23 when I walked through from the restaurant to the bar. And this woman gave me her {yootooltip title=[ card ]} card - cartão de visita (comercial) {/yootooltip} and she said, “I’ll make you a star.” And I thought she was old enough to be my mother – {yootooltip title=[the oldest chat-up line in the book]} the oldest chat-up line in the book - a mais velha cantada {/yootooltip}! – and put it in my pocket and {yootooltip title=[walked off and that was it]} walked off and that was it - fui embora e só isso {/yootooltip}. Two weeks later the phone rang. She sent down a chauffeur-driven car for me – I’d never been in a chauffeur-driven car in my life because I couldn’t afford – literally – the train ticket up to London and I did the interview and on my way back she said, “Have you got an agent?” I went, “Agent? There’s {yootooltip title=[ estate agents ]} estate agents - agentes imobiliários {/yootooltip} on my street, I don’t know about agent!” I was living on 30 pound a month above a Chinese takeaway and within, what, four months, my life totally changed. My {yootooltip title=[ goal ]} goal - objetivo {/yootooltip} was, when I was a young kid, was to always have a Ferrari when I was 35, a restaurant when I was 40 and my own restaurant when I was 45. And six months after I left, on 30 pound a month, {yootooltip title=[I got the lot]} I got the lot - ganhei todos eles {/yootooltip}! It’s weird, literally, weird!

The rest of the world {yootooltip title=[ tends to take a dim view ]} tends to take a dim view - tende a não botar fé, não ter em alto conceito {/yootooltip} of British and American food, but that situation is beginning to change. One reason could be a phenomenon that is {yootooltip title=[ widespread ]} widespread - difundido {/yootooltip} in both countries: the “celebrity chef.”
{yootooltip title=[ Quite ]} quite - exatamente {/yootooltip} when the age of the “celebrity chef” began is hard to say. Fanny Cradock presented {yootooltip title=[ cookery shows ]} cookery shows - programas de culinária {/yootooltip} on British television in the 1950s and Graham Kerr, “The Galloping Gourmet,” was an international sensation in the 1960s. In the last decade the number of TV chefs has increased {yootooltip title=[dramatically]} dramatically - enormemente {/yootooltip}. And so have their {yootooltip title=[earnings]} earnings - ganhos. receitas {/yootooltip}. In the USA Forbes.com publishes a list of the “Ten Top-Earning Celebrity Chefs.” The richest is Rachael Ray, 41, who has a TV show with the same name. She makes $18 million a year, while Wolfgang Puck (the Austrian chef whose empire includes “the restaurant of the stars,” Spago, in Los Angeles), 60, makes $16 million.

Britain’s leading female celebrity chef, Nigella Lawson, 49, probably doesn’t need the money. Her {yootooltip title=[ late ]} late - falecida {/yootooltip} mother, Vanessa Salmon, was an {yootooltip title=[ heiress ]} heiress - herdeira {/yootooltip} to the J. Lyons (tea and food) company, while her father, Nigel Lawson, was the {yootooltip title=[ Chancellor of the Exchequer ]} Chancellor of the Exchequer - “Ministro das Finanças” {/yootooltip} in Margaret Thatcher’s government. Nigella‘s first husband tragically died of cancer, but her second husband is Charles Saatchi, who was one half of Saatchi & Saatchi. The Saatchi brothers dominated the advertising world in the 1980s, but Charles has subsequently become an art collector: the Saatchi Gallery in London is a major force in “Brit Art.”
Like most celebrity chefs, Nigella Lawson hates the term. She doesn’t own a restaurant and {yootooltip title=[she has never had any formal training]} she has never had any formal training - ela nunca teve formação específica {/yootooltip}: while other celebrity chefs went to {yootooltip title=[catering school]} catering school - escola de gastronomia {/yootooltip}, she went to Oxford. Nigella simply loves cooking and her success lies in her ability to transmit that in TV shows like Nigella Express. According to The Guardian: “Men love her because they want to be with her. Women love her because they want to be her.” Critics have said that she makes cooking an almost erotic experience and one of them even called her “the queen of food porn.”

If Nigella Lawson, who lives in London’s exclusive Belgravia district, represents high society, then Britain’s leading male celebrity chef, Jamie Oliver, 34, comes from the other end of the spectrum. Oliver, whose TV series have included Jamie’s Kitchen and Jamie’s Great Italian Escape, is an “{yootooltip title=[Essex boy]} Essex boy - os habitantes do condado de Essex (a leste de Londres) não gozam de boa reputação entre os demais ingleses, mesmo sem motivos claros para isso; são vistos como “vulgares” {/yootooltip}”. He talks with a working-class accent, but many people say that this is {yootooltip title=[an act]} an act - uma média, fazer cena {/yootooltip}: they believe that he comes from a middle-class background and is a “Mockney,” i.e. someone who speaks in a {yootooltip title=[ fake ]} fake - falso {/yootooltip} London “Cockney” accent. In Britain’s excessively class-conscious society, these {yootooltip title=[ subtleties ]} subtleties - sutilezas {/yootooltip} are important. Oliver’s accent makes him seem “genuine” and has helped make haute cuisine popular with {yootooltip title=[a wide audience]} a wide audience - uma vasta audiência do público {/yootooltip}.

And if Jamie Oliver has shown that you don’t need to speak the Queen’s English in order to be a celebrity chef, then multiple Michelin Star owner Gordon Ramsay, 42, has shown that you don’t need to have good manners either. Ramsay, who wanted to become a professional {yootooltip title=[ soccer player ]} soccer player - jogador de futebol {/yootooltip} before he became a cook, is spectacularly {yootooltip title=[ rude ]} rude - grosseiro, mal-educado {/yootooltip} both to his staff and his customers. His bad language is such that he even has a TV show called The F-Word, in which “F” stands either for Food, or the unmentionable {yootooltip title=[ swear word ]} swear word - palavrão {/yootooltip} “Fuck”. {yootooltip title=[Needless to say]} needless to say - não é preciso dizer {/yootooltip}, TV audiences love him!

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