Generic brand J"). In addition to price and nutrition, evidence suggests that quality is equal to, if not better than, established brands. In the 2007 Whisky Bible several supermarket single malts were rated higher than top-brand distilleries, with Tesco having the highest rating own-brand. Rather than offering a single own-brand alternative, supermarkets have in recent years introduced 'premium' and 'value' ranges offering varying quality and price. Some supermarkets advertise the quality of their premium own-brands for example Sainsbury's television commercial featuring celebrity chef Jamie Oliver. Value supermarket brands are sold at considerably less than known brands, sometimes even below cost price, to
The End of the Line (book) and fishermen to acknowledge the chilling devastation of overfishing, and for no-take zones in the sea to protect marine life. On 3 March 2010, REACT to FILM screened End of the Line at the SoHo House in Manhattan, NY and moderated a Q&A with producer Alexis Zoullas. Celebrity chef Jamie Oliver and Japanese restaurant chain Nobu have come under criticism for not taking tuna off the menu. The Economist has called The End of the Line "the inconvenient truth about the impact of overfishing on the world's oceans". The film was directed by Rupert Murray, Executive Produced by Christopher Hird