Oliver hopes that the stores, which sell a wide range of high-end meat, fruit and vegetables, condiments and preserves, will "inspire people to cook affordable, delicious, fresh food".
The stores also sell prepared food, and offer cookery classes featuring the ingredients on sale.
"Shoppers can pick up a freshly made meal to go, assemble a brilliant meal with the ingredients we've prepared, or learn how to cook a meal from scratch," said Oliver.
He has also recruited a large team of "food champions" to serve shoppers and offer help and advice. The Recipease team have also contacted local schools to offer cooking lessons to kids - something Jamie says has not happened for the past 12 years.
"Kids don't learn anything about food in school any more. That's something we are trying to change," he said.