James Trevor Oliver (also known as Mr. Chilli Jam and Jamie Olive Oil) (born 27 May 1975) is an English celebrity chef, restaurateur and writer. Known for his casual approach to cuisine, Oliver has fronted many television shows, opened numerous restaurants, developed a wide range of food products, and written best-selling cookbooks. Oliver rose to prominence with the BBC Two series The Naked Chef (1999–2001). In 2005, Oliver started a campaign, Feed Me Better, to introduce schoolchildren to healthier foods, which was later backed by the government. He was the owner of a restaurant chain, Jamie Oliver Restaurant Group, which opened its first restaurant, Jamie's Italian, in 2008. The chain went into administration in May 2019. As an author, Oliver had sold more than 50.6 million books, with over 32 titles published worldwide. Oliver was appointed Member of the Order of the British Empire (MBE) at the 2003 Queen's Birthday Honours for services to the hospitality industry. His TED Talk won him the 2010 TED Prize. In 2019, he was awarded the Order of the Star of Italy with the rank of Knight.