British celebrity chef Jamie Oliver has admitted accepting £15,000 ($US28,000) from Heinz as part of a product placement [3] deal in which he agreed to include an up-market version of baked beans on toast on the menu at his restaurant. "I should have been brighter," Oliver told The Independent. The success of Oliver’s television cooking program, The Naked Chef, has led to three books and a follow up television series. Oliver also featured in a pre-Christmas advertising campaign for retail chain Sainsbury's defending the consumption of farmed salmon [4] as "healthy because the loch is so cold." Environmentalists and chefs have criticised Scottish farmed salmon because of its impact on wild salmon and contaminants in the fish. Celebrity chef Clarissa Dickson Wright described [5] Oliver as a "whore" for appearing in the advertisements.