Richard Madeley infuriated Good Morning Britain viewers after he interrupted an interview with Scots volunteers helping people in Ukraine to ask about refugees' favourite pizza toppings.
The programme was in the middle of showing a report about the current conflict in Ukraine when the 65-year-old presenter piped up.
GMB had connected with Perthshire events organiser David Fox-Pitt via video link.
David and his mobile pizza van travelled to the Polish border to serve around a thousand hot meals and drinks a day to people streaming out of Ukraine.
He is stationed just outside the war-torn country and was describing the efforts to feed the refugees fleeing their homeland.
But during the interview on Tuesday’s instalment of the ITV show, Richard repeatedly tried to interrupt David to ask which of the pizza toppings being laid on was most popular.
David was telling the camera: "I also wanted to mention the amazing..."
Richard interuppted: “What’s the favourite pizza topping? What’s the favourite pizza topping?”
David replied: “We do two. The favourite one is the pepperoni with a lovely cheese.”
Following his question, fans of the show have slammed the 65-year-old calling him 'ridiculous'.
One wrote: “With all the questions Richard Madeley could have asked about Ukrainians who finally get to safety, he asked what was most popular pizza topping! Idiot!!”
Another added: “Richard Madeley asking at safety camp, what bereft, frightened, war-torn homeless refugees FAVOURITE PIZZA is? This is a truly ridiculous man.”
Someone else commented: “Lord give me strength,” adding, “Richard Madeley asking the tough questions on GMB.”
David has access to lots of equipment through his business WildFox Events Ltd.
He was motivated to use this kit to make a difference, along with his three friends.
The four pals loaded an all terrain vehicle – a Unimog – usually used for his endurance events in Scotland, stuffed with food, tables, chairs, tents, gazebos and cushions.
And towed behind this is a mobile pizza oven which David hopes will attract local volunteers in Poland to help serve the food to the massed refugees fleeing conflict.
From this ‘meals on wheels’ field kitchen they can bake fresh bread and cook pizza and burgers, providing a hot meal to famished Ukrainian refugees.
The second vehicle is a Land Rover Defender which has a platform for two of the crew to sleep on inside a tent.
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