Jamie backs farmers against Woolworths

The celebrity face of the new Woolworths campaign has dealt the supermarket chain a stinging blow by backing farmers crying foul over a new advertising levy.

Celebrity chef Jamie Oliver stood with growers in condemning the additional 40c-a-crate levy used to fund the new "Jamie's Garden" campaign.

The money comes on top of an existing marketing levy.

Last week, the industry's peak vegetable supply body, AUSVEG, issued a letter to Oliver begging him to use his influence and compel the supermarket giant to scrap the fee.

In a response released today by Oliver's representatives, the celebrity chef writes that he is "concerned" about the levy, but essential powerless to remove it.

"Jamie, naturally, is concerned when he hears about small producers suffering financial hardship and your letter will be discussed with Woolworths.

"Jamie is essentially an 'employee' of Woolworths and as such he has no sway regarding the commercial direction or negotiations that the Woolworths business takes."

Woolworths has declined to comment on the issue, but said the fee was paid on a voluntary basis.

Source: Business Insider

Author: Natasha Lee, Approving editor: Simon Black