Oliver, who gets £1.2 million a year to front advertising for Sainsbury's, said: "I am really upset. The question is why didn't they come? What is there to hide? It is shocking that the people I work for didn't turn up on the day." A spokesperson for Sainsbury's said that the supermarket's head of branding gave a full interview to Oliver, thereby making "a significant contribution to the show".
Jamie Oliver has hit out against Sainsbury's, whose advertising campaign he fronts, for failing to turn up to a debate about chicken farming on his Channel 4 TV documentary Jamie's Fowl Dinners.