English celebrity chef Jamie Oliver, who relocated to Los Angeles with the hopes of bringing his Food Revolution into local schools, is getting a taste of rejection.
"It's not going so well at the moment," Oliver, 35, tells PEOPLE. "Currently, the L.A. School District won't let me near a single school, but we're going to try to get around that."
Oliver says he's hoping parents will stand up for the cause – the same cause that won him an Emmy for the first season of ABC's Food Revolution, when he overhauled lunch menus in Huntington, W. Va., schools. To that end, he opened Jamie's Kitchen in Westwood, Calif., earlier this week to provide a food-centric community center.
"Really, my job is trying to inspire people, trying to educate people," he says, "but also get them to have clear opinions about stuff, and stir up a little bit of trouble where some of the bad guys are getting away with murder."
So why is the school district throwing the ultimate food fight about season 2 of his show?
"Reality TV has a formula," Robert Alaniz, L.A. Unified spokesman, tells the Los Angeles Times. "You either have to have drama or create conflict to be successful. We're not interested in either."