Veg Clout

From a rib-sticking cottage pie to the genius bhaji burger, the recipes in Jamie Oliver’s newest book, Veg, don’t suffer from the absence of meat. Here’s what to expect from the celeb chef’s first-ever veg-based cookbook

Who is this book for?

It’s for everyone! Obviously it’s for veggies, but importantly this book is also for meat eaters who want to include a bit more of the good stuff in their weekly meals. It’s a fully meatfree, veg-based cookbook with a good wodge of vegan options in there as well. I want to make that something to celebrate, no matter who you are. This is simply about putting good food first, and making people feel happy.

What would you like people to take from it?

I would like everyone to take away the knowledge that vegetables can be truly joyful and fulfilling if they’re simply given the same love, care and attention that you’d give to a prime cut of meat. The great thing about delicious, well-thought-out veg meals is that everybody is welcome, and anyone can be included, no matter what their preferences are. And, whether or not we eat meat, we all want more choice.

Why meat-free now?

I believe we’ve reached a critical mass when it comes to wanting veggie ideas. Veg-based food is no longer an “alternative”; it’s truly mainstream, and my job is to serve the widest possible audience with beautiful recipes that answer that demand. It’s interesting that I first started writing this book eight years ago, when it was still seen as a bit different. That’s no longer the case – sometimes in life you have to sit tight until the time is right!

Are you 100% veggie, then?