Jamie is not trying to be the richest but instead to improve the lives of the people around him. He is not saintly, not devoting himself to the poorest of the poor. He is aiming to improve the lives of people right where he lives, and those just like them in other countries. No fancy anythings. No frills. Emphasise daily life. Reality.
Here is Jamie launching his Ministry of Food campaign in Victoria. Local dignitaries. Observe Jamie's low key approach. Ordinary. Daily life. No frills. One huge part of the project will be in Ipswich, Queensland, where I used to live. This is working class land. Celebrity chefs do not usually tread in these places.