This is probably the unhealthiest country on Earth as well. Processed foods are killers that's for sure. It was nice of Jamie Oliver to say that "they are not stupid or ignorant". I think that may well be the case. However in W. Virginia, one's income does come into view. Some folks down there don't have enough money to keep up there food cache, and aren't able to cook from "scrathch". Meals are on a day to day basis. Those school lunches are probably the best meal of the day for some of those kids.
However, I'm sure this guy has never been to a real "rural" W virginia town. They don't get fat there. When you don't have enough food for the family it just kind of works out that way.

We have our share of obesity here. We also have places which seem to be centres of bad eating habits. We have also had a lot of cooking shows on TV and it is surprising the people you hear discussing them positively.
No good telling people, have to show them. A lot of people lost the time to pass on food prep skills when both partners had to work. All kids learnt was how to read the instructions on packs. Great science lessons maybe, but not healthy.