James Martin said using the expensive item provided ‘knowledge for viewers’ (Image: GETTY)
Celebrity chef has defended himself against using a premium ingredient on his ITV show.
On a recent episode, the culinary expert, along with a guest, showcased a top-quality truffle sourced directly from the UK’s most ancient woodland, offered at a substantial discount.
The segment stirred up debate among viewers, as some questioned whether the programme had become disconnected from his audience.
One viewer sarcastically tweeted: “I missed James Martin’s recipes for wealthy people today. Did he use Beluga liver and Golden eagle wings with a kilo of truffle?”.
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James Martin fronts his weekly show on ITV (Image: ITV)
Another typed: “He’s unreal. I refuse to believe he is from Yorkshire. Frugality is one of their traits.”
A third viewer implied that truffles are only used by those of upper class.
Defending his decision, the 52-year-old told Cotswold Magazine: “We had a guest recently ask for white truffle, which was selling at £3,000 a kilo.
“We got one for £70, and it came from near Basingstoke where there’s the oldest woodland in the UK.”
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James continued: “So yes, it was an expensive ingredient, but it had a story and provenance and it’s also about treating people and giving viewers the knowledge – which in that instance we thought was worth it.”
Following such segments, the chef often balances his menu with more affordable recipes.
“We’ll do something like that, then the next dish will be something very normal like chicken or fish,” he added.
James notably loves to cook his meals with his favourite ingredient butter, which he published a book about in 2021.
The chef believes no chef can truly excel in the kitchen without this essential ingredient as it “improve[s] your cooking”.
Speaking with Love Food, he said: “It’s just going to add loads of flavour.”
When probed about whether or not his way of cooking was healthy, he replied: “Everywhere in the world manages to eat butter in moderation.
“It’s a natural product and I’d rather eat that than whatever vegetable spread is.”
Questioning what was in margarine, he added: “How do you make a product with so much stabiliser in it and other stuff that shouldn’t be in it? I think I’d rather eat butter all day long, thank you very much.”
James Martin’s Saturday Morning airs weekly at 9.30am on ITV and ITVX.