Authenticity comes naturally to the truly authentic

Don't you just love chefs who eat their own cooking?

A pal was recently invited to a lunchtime meeting at the offices of parsimonious Virgin founder Richard Branson. But instead of roast beef and Yorkshire pud he was handed a pack of peanuts – just like those served on Virgin flights.

During our interview yesterday, United Nations Patron of the Ocean Lewis Pugh told me he doesn't eat fish, even those classified as being abundant. He says to do so would send the wrong message when you're fighting over-exploitation of sea life.

Something else that impressed me about Pugh was the way he couldn't stop himself from picking up the odd bit of litter in our path as we walked through London's mostly pristine Hyde Park. Authenticity comes naturally to the truly authentic.