Cheffing's high profile a double edged sword for industry

Cheffing's high profile on television is a double edged sword when it comes to attracting staff, according to senior chefs.

A poll of 1,000 consumers in March's edition of Waitrose Food Illustrated revealed just 5% had been inspired to cook in their own kitchens by celeb chefs, prompting operators to concede that the profile of Jamie Oliver et al isn't without its challenges.

Paul Gould, group executive head chef at the NEC Group, said: "When you ask a young chef why they have joined the industry the profile of celebrity chefs is a common factor.

"The problem is these same young guys see Gary Rhodes in his Aston Martin and want the big bucks fast. TV doesn't show the 20-odd years of hard graft these stars have put in," said Gould.

Stuart Plant, head chef at the Watersreach restaurant in Manchester, said: "Seeing celebrity chefs on TV has raised the industry's profile and made attracting good quality people easier. But TV only shows the glamour and that's not a reality for most of us."

By Chris Druce