It's not stupid for someone in the health arena to discuss cooking. It is stupid for the CEO of a major organization to be doing it.  There are others more qualified to be doing a cooking show.  

You kinda missed my point entirely.

It would be like the CEO of a major beef feedlot going out every day to run the feed wagon.  Generally, that gets delegated to someone else. The CEO would have more important things to do than to run the feed wagon. Once.. yes.  Good for PR.  Done on a consistent basis?  Not going to happen.