This article explores the gendering of a series of new formats of food television in which male TV-chefs goes from being lifestyle expert to social and moral entrepreneurs as they engage in food activist project to better national food culture. These readings draws on Foucault’s term “governmentality,” the reworking of this concept in relation to food education and food literacy. The article argues that we see a tendency in which male celebrity chefs use cooking classes and promises of food literacy to make distinctions between legitimate and illegitimate gender identities. These hierarchies are not only created between men and women, they also create hierarchies between middle-class and working-class masculinity.