The new appeal of the kitchen as the hub of the British home has been reinforced by a poll registering the trustworthiness of figures in the public eye.A new fondness for cooking looks to have made people more susceptible to the charms and product endorsement of Jamie Oliver than any other celebrity.The poll carried out by UtalkMarketing.com found that 18.4 per cent of people said that the celebrity chef was most likely to encourage them to buy a product, with Gary Lineker and his crisp-endorsement charms reaching coming in second.Director of UTalkMarketing.com, Niall McKinney, said UK consumers are increasingly cynical when it comes to celebrity endorsement - they admire the straight talking approach of Jamie Oliver, who resonates much more with the everyday shopper than some global A-list celebrities.The figures voted least likely to encourage product purchase were Victoria Beckham, Wayne Rooney and Katie Price (formerly Jordan).Jamie Oliver has won the respect and trust of many people with his campaigns to encourage better school dinners, a new interest in cooking, and eco-friendly practices in the home with many Brits now getting a handle on kitchen recycling and using sink waste disposal units.