ABSTRACT
This chapter expresses that presenters advocate choosing to eat organic foods, to conserve water, or generate solar power because they are explicitly good behaviours that will benefit one's self, one's family and the wider community, if not the whole world. It argues that the vanguard role on ethical salvation need not be as circumscribed by consumption and psychotherapeutic frameworks as Bourdieu envisaged. Some presenters like Jamie Oliver and Hugh Fearnley-Whittingstall use their programmes for more explicit campaigning which may extend out into community based advocacy. Food presenters, who demonstrate recipes which flout the dominant story of healthy foods, need to foreground their transgressions. Cooking programmes made for prime time regularly feature presenters saying 'organic if possible' of their ingredients. The most important word across cooking programmes of all kinds and at most times of the day is 'fresh'.
