JM is in a paid partnership with del monte. She's pushing the brand in her Xmas recipes without declaring the advertising element. Del monte have donated £10k to magic breakfast and possibly another £10k plus donation of tinned goods. Jack is getting hailed as the saviour of the poor for getting del monte to put their hands in their pockets, where in reality, for £20k and some cost price stock, they are getting their brand shoehorned into recipes by someone with 290k followers on twitter. JM is also getting paid by del monte as brand ambassador.
Squiggles think she's doing it out of the goodness of her heart, and jm often omits to correct their assumptions, but it's a paid partnership and both Monroe and del monte are doing it to further their own agendas.