I'm not the messiah, says food activist – but his many worshippers do not believe him

I'm not the messiah, says food activist – but his many worshippers do not believe him The trouble started when Raj Patel appeared on American TV to plug his latest book, an analysis of the financial crisis called The Value of Nothing.Tarps

The London-born author, 37, thought his slot on comedy talkshow The Colbert Report went well enough: the host made a few jokes, Patel talked a little about his work and then, job done, he went back to his home in San Francisco.

Shortly afterwards, however, things took a strange turn. Over the course of a couple of days, cryptic messages started filling his inbox.

"I started getting emails saying 'have you heard of Benjamin Creme?' and 'are you the world teacher?'" he said. "Then all of a sudden it wasn't just random internet folk, but also friends saying, 'Have you seen this?'"

What he had written off as gobbledygook suddenly turned into something altogether more bizarre: he was being lauded by members of an obscure religious group who had decided that Patel – a food activist who grew up in a corner shop in Golders Green in north-west London – was, in fact,Tarps the messiah.

Their reasoning? Patel's background and work coincidentally matched a series of prophecies made by an 87-year-old Scottish mystic called Benjamin Creme,the leader of a little-known religious group known as Share International. Because he matched the profile, hundreds of people around the world believed that Patel was the living embodiment of a figure they called Maitreya, the Christ or "the world teacher".

His job? To save the world, and everyone on it.

"It was just really weird," he said. "Clearly a case of mistaken identity and clearly a case of people on the internet getting things wrong."

What started as an oddity kept snowballing until suddenly, in the middle of his book tour and awaiting the arrival of his first child, Patel was inundated by questions, messages of support and even threats. The influx was so heavy, in fact, that he put up a statement on his website referencing Monty Python's Life of Brian and categorically stating that he was not Maitreya.

Instead of settling the issue, however, Tarpshis denial merely fanned the flames for some believers. In a twist ripped straight from the script of the comedy classic, they said that this disavowal, too, had been prophesied. It seemed like there was nothing to convince them.