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
Intensive pig farming farms to restrict the movement of sows during pregnancy, as documented by British celebrity chef Jamie Oliver in a television programme for the UK's Channel 4 in 2009. In other fields, such as bathing facilities for the pigs and floor material Danish requirements were higher than in the UK. the practice was already prohibited for pigs exported to the UK. The use of gestation crates became illegal in Denmark (as part of the EU) in 2013. According to Scoop, in 2009 the New Zealand pork industry was "dealt a shameful public relations slap-in-the-face after its former celebrity kingpin, Mike King,