The Apprentice: Food, Glorious Food

What is with Alan Sugar? It must be his surname. He seems obsessed by food.

In week 1, he got the candidates to sell fish.
In week 3, he got the candidates to sell pub food.
In week 5, he got the candidates to sell ice-cream.

So, 60% of the tasks so far involve shifting food.

I wonder if going to get his soon to be new Apprentice planning a new style of gastro-pub where you can get fresh fish and home-made ice-cream on the menu.