Celebrity chefs Jamie Oliver and Hugh Fearnley-Whittingstall have criticised "cynical" supermarkets for paying farmers less for a litre of milk and urged the public to boycott the retailers accused of harming the dairy industry.
In a letter to The Times (£), they wrote: “Milk is a brilliant food, but we have lost all sight of its value. We pay more for bottled water than we do milk - yet water bubbles out of the ground, while milk comes from livestock that need our care. How mad is that?”
Criticising supermarkets that do not pay a fair price for milk, they added: "If they won’t take that initiative, then perhaps consumers will consider moving their custom from those who offer milk at crazy, knock-down prices to those who will commit to giving dairy farmers a fairer deal.”