TV chef Jamie Oliver was reduced to tears during his latest efforts to convert American communities to healthy eating.
While shooting scenes for his new series, Jamie Oliver's Food Revolution, the culinary whiz broke down in frustration after residents in West Virginia seemed uninterested in his advice.
In the city of Huntington - where over half the residents are obese - Jamie realised his efforts were being ignored.
"They don't understand me. They don't know why I'm here," he is seen saying on film.
Meanwhile, a local radio presenter warned the chef to stay away from the community.
"We don't want to sit around and eat lettuce all day," he said.
"I don't think Jamie has anything that can change this town. He can try all he wants."
The programme, which sees a group of school children mistaking tomatoes for potatoes, is based on the chef's British series, Jamie's School Dinners.