Oliver has fronted Sainsbury’s TV ads since 2000 in a reported £1.2m-a-year deal, which runs until next year.
A Sainsbury’s spokeswoman said Oliver had written an open letter to staff “to explain his position on chicken and that he’s very supportive of what Sainsbury’s has done on welfare standards.”
He was reported by the Mirror earlier this week as being upset that Sainsbury’s had not joined the live debate, even though the supermarket did take part in other areas of the programme.
But Oliver claimed in the letter that his comments had been taken out of context.
The letter to Sainsbury’s 150,000 staff is said to have followed a “tense” telephone conversation with the supermarket’s chief executive Justin King after the article appeared. Oliver is thought to have phoned King to explain.
Sainsbury’s also took out full-page advertisements in today’s national press defending the welfare standards of its chicken.
The ad contains quotes supporting Sainsbury’s efforts from RSPCA Freedom Foods and Compassion in World Farming, as well as Oliver himself.
Oliver’s quote reads: “Sainsbury’s has the most to be proud of on this important animal welfare issue.”
