Healthy food crusader Jamie Oliver was reduced to tears after tackling the eating habits of America's "fattest city".
The British celebrity chef, who tackled childhood obesity in a previous television documentary, appears to be facing his most stubborn opposition as he tries to educate residents of Huntington, West Virginia in his latest series, Jamie Oliver's Food Revolution.
"'They don't understand me," he sobs in one scene, The Sun reports.
"They don't know why I'm here."
Oliver touched down in Huntington in September, and was reportedly met with immediate resistance. Many residents of the city, which has a population of about 50,000, have been disputing the "fattest and unhealthiest city" tag since it was bestowed upon them in November 2008, the Huffington Post reports.
The analysis was based on 2006 data from federal agency the Center for Disease Control and Prevention. Oliver's presence appears to have opened an old wound, with locals reportedly "outwardly hostile" to his healthy eating ideas.
"His tears was the lowest we've ever seen Jamie," The Sun reported a production source as saying. "He is normally so upbeat but the scale of this challenge got to him. Everywhere he turned, he was faced with obstacles.
"'He felt so alone and thought at times of packing the whole thing in."
Oliver was shocked when he some of the school children on his show were unable to identify vegetables, mistaking tomatoes for potatoes.
He was also criticised by a local radio personality who said, "We donít want to sit around and eat lettuce all day. " In the UK, similar efforts to get children eating well at school resulted in mothers at some schools pushing pies through the fence to the hungry children.
Oliver appears more upbeat about his American mission on his website.
"I believe that every child in America has the right to fresh, nutritious school meals, and that every family deserves real, honest, wholesome food," he writes, encouraging readers to sign a healthy eating petition.
"Too many people are being affected by what they eat. It's time for a national revolution."
The series will screen on America's ABC on March 26.
I don't know about you, but "mistaking tomatoes for potatoes" sounds pretty bad to me.
And getting criticised for promoting healthy eating habits?