Jamie Oliver's 'jerk rice'

[PPPMA]

Jamie Oliver has been accused of cultural appropriation for calling a new product "punchy jerk rice".
The decision to label the microwavable rice "jerk" has been criticised, because the product doesn't contain many of the ingredients traditionally used in a Jamaican jerk marinade.

What we think of this?! As someone of Caribbean descent, who loves jerk, and raised an eyebrow when I looked at the ingredients, I couldn't help but raise an eyebrow... not offended, just baffled!

AIBU to think that if you create something new, you call it something new...?

I get it. You wouldn't call a chicken pasty a Cornish Pasty or call Wensleydale cheese Cheddar. If 'jerk' refers to a particular blend of ingredients that this does not contain then it shouldn't be called Jerk Rice.

@HushabyeMountainGoat exactly. You also can't 'jerk' rice, you can only jerk meat. It doesn't make sense (not to my Caribbean head anyway!)

Levi Roots has just said he wasn't calling for Jamie to come and do a 'Jerk Off' with him.

*How long does it take to make a Jamie Oliver 30min meal?

2 hours.

I'll get my coat and see myself out.*

😂

PPPMA You hit the nail on the head there, you cannae "jerk" rice!

The world has gone mad! Mad I say!

Levi Roots has just said he wasn't calling for Jamie to come and do a 'Jerk Off' with him. 

Class

I think the commercialisation of a very shit version of a much loved cultural food is very poor. Bad move Jamie. It is cultural appropriation, IMO

Sounds a bit like when Nigella put cream in her version of spaghetti carbonara and there was a huge uproar about it not being 'authentic'. Pure mountain out of a molehill. Her interpretation of a dish.

Anyone who objects is just making themselves look foolish.

I dont give a flying f**k what he calls it, if it tastes nice people will buy it, if it doesn't they wont. All this PC 'cultural appropriation' is bollocks.

I bet all this publicity is saving him a fortune in advertising.

I wonder how long it'll be before they quietly withdraw it...

PMSL at ItsAllGoingToBeFine's picture! Brilliant!

@OliviaStabler but it's totally different though... you can't even compare those two scenarios.

Typical Jamie....
He called something kimchee slaw and it had no kimchee in it.

It’s kind of like saying fried egg rice and people exploding because it wasn’t fried at all

@Walkingdeadfangirl All this PC 'cultural appropriation' is bollocks.

Hmm. I'm not claiming this is cultural appropriation but you dismissal of cultural appropriation in general as bollocks makes me think you just don't get it. There are some real offensive examples of cultural m appropriation out there. Even if this isn't it!

It’s not about being authentic Olivia, it’s about marketing something the belongs to another culture- and one your culture convieniently repressed for decades, so awkward

@FranticallyPeaceful but it's not though...

Im also seriously embarrassed at that Dawn Butler MP for labour making such a deal out of it. I’m a labour voter and there’s so much shit they need to figure out right now and she’s moaning about fucking rice. Christ

Cultural appropriation is such bollocks. No-one made a fuss when Jamie did eg Italian recipes.

People just want to be offended these days. It's the new thing.

@Growingboys bangs head on wall...

This isn't about him cooking Caribbean food how are some people not getting it it's so simple!

There isn’t really such thing as cultural appropriation against the Italians

@FranticallyPeaceful I didn't even know it was her who raised it. My cousin in Jamaica sent it to me taking the piss

I wrote my thesis on culinary appropriation (it does exist) but here the issue is that he is using a Jamaican culinary tradition to sell a food which doesn't conform to the word.

He is appropriating the word 'jerk' not the cuisine. By using it to describe a food he has made which doesn't include the ingredients of jerk seasoning he is misrepresenting Jamaican food.

It's not the worst thing in the world but it must be annoying - it's like other cultures making a bad or completely wrong version of say... fish and chips, and saying it is traditional English fare. It's just not, call it something else.

Food appropriation tends to exist when people are mocking the food and it's origin or denying its origin and claiming it for themselves.

has it got sugar in it though

I didn't start this thread because I think it's the most important thing going on in the world by the way. I just thought it was funny, surely by my posts people can tell it's light hearted!

@LemonysSnicket that sounds really interesting!