In Jamie Oliver’s Food Revolution, the self-styled health guru kicked off the series by travelling to Huntington, West Virginia recently named as the unhealthiest city in America with the highest rate of diabetes.

Hot on the success of his UK reality series, which saw Oliver transform the British school food program, he confidently pledged to “inspire and show America that just a little effort makes a massive difference.”

However, the city’s adult population, nearly half of whom are considered obese, were far from keen to be preached to on the topic of healthy eating.

In one clip of the show, which ran a preview on Sunday, a talk show host at a local radio station is seen berating a stunned Oliver, commenting: “We don’t want to sit around eating lettuce all day. Who made you king?” [article via rhodeskc]

It’s sad that a reality TV show that can actually do a lot of good in this country has to deal with a Friday premiere at 9/8 p.m. It’s almost as if the executives are writing it off as a failure before even giving it a chance.

Jamie Oliver should come to Chicago to document what’s happening here, as this week saw protests from Chicago Public School students who are fed up with their lunches consisting of “sickening pizza, chicken sandwiches and nachos.” At least here he’d be welcomed with open arms.