Karlos Arguiñano turns seventy-eight on 6 September and still stands in front of a camera cooking every day. Asked what he eats in the morning, he gave an answer with nothing in common with any of the trends being sold to his audience.

"I like to have protein; I eat an egg almost every day," he says. Alongside the egg - tomato, ham and coffee. That is all. Not one powder, not one supplement, not one name with an English label.

Thirty metres

What makes the answer interesting is the next sentence. The eggs come from his own hens, and the henhouse is thirty metres from the house. He makes them either scrambled or as an omelette.

Thirty metres is a figure that still means something to a lot of people here. The difference between an egg with a biography and an egg with a barcode. That is not sentimentality - it is the only check an ordinary person can genuinely carry out alone, without a laboratory and without trusting a label.

The rest of the day

Walking up to ten kilometres a day, usually alone and in silence. Forty-five minutes of exercise in the gym. And watsu - relaxation in warm water, for those who do not know the term. Asked what he would choose for the last meal of his life, he answered without thinking: something with eggs.

His son Joseba already presents one day a week of the programme. That is what really shows how carefully all of this has been built - the man still standing in front of the camera has already begun handing it over.

The richest industry in the world of health lives off convincing you that the answer is complicated. A grandfather with a henhouse in the yard and ten kilometres of walking a day has nothing to sell you - and that is exactly why his breakfast sounds unbelievably simple.