How is that possible? This self-contained, cheerful, talented, and good-looking British chef has been reduced to tears? By his American cousins? No way, right?

If you haven’t already heard, Jamie Oliver’s latest stunt is to conquer America through his show Food Revolution. His aim is not so small: to wage a full-blown war against fat in this country of excess. Indeed, put that way, it seems that Jamie might be fighting a losing battle!

You have to say this of Jamie: he is not a coward. He headed off to Huntington, West Virginia to carry out his crusade against fat. What’s in Huntington? Well, it simply is the unhealthiest city in the country, with the distinction of having the highest rate of diabetes. Good luck, Jamie.

Despite his charms and rational approach (I think it’s pretty rational and quite inspiring, too, actually), the population of Huntington were not charmed. Not at all. Read what the Herald Sun reported:

However, the city’s adult population, nearly half of whom are considered obese, were far from keen to be preached to on the topic of healthy eating.

In one clip of the show, which ran a preview on Sunday, a talk show host at a local radio station is seen berating a stunned Oliver, commenting: “We don’t want to sit around eating lettuce all day. Who made you king?”

I’ll make him my king any day!

Anyway, the resistance and meanness of the people he encountered seems to have worn away Jamie’s chirpiness. Still, I am sure he’ll get back up and continue with his crusade. We’re behind you on this, Jamie!