Celebrity chef Jamie Oliver has been a busy man lately. It makes sense that he might have to cut back on a few activities in order to give other causes the attention they deserve. Today, Oliver announced that he will be ending his partnership with UK supermarket chain Sainsbury’s, after an eleven year run.
For years, Jamie Oliver has served as the face of Sainsbury’s supermarkets, appearing in numerous successful ad campaigns for the brand to the tune of what’s thought to be as much as £1 million per year. According to the UK’s The Independent, Oliver’s endorsement of a product in a Sainsbury’s ad could turn that product into a best-seller overnight.
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But all good things must come to an end, and Jamie Oliver and Sainsbury’s have come out with a statement noting an amicable split. "It's been a fantastic 11 years and together we have achieved some great things,” says Oliver. “I've made some great friends at Sainsbury's and I know we'll still be talking for years to come. The way they take on challenges - like their commitment to sourcing higher welfare products, such as chicken and eggs - is something to be proud of. I'll miss them but it's a good time to move on."
Sainsbury's CEO Justin King, meanwhile, reportedly said: "Jamie has been an excellent ambassador for the Sainsbury's brand over the last 11 years, spearheading our goal to offer our customers fresh and tasty food, whilst maintaining strong ethical standards. In our industry, it has been one of the most successful and mutually rewarding partnerships ever."
Jamie Oliver will reportedly be using his newfound free time away from Sainsbury’s to work on his Jamie Oliver Foundation, which promotes the use of healthy and local food in schools and the home.