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
Jamie Oliver documentary, "Jamie's Kitchen", which gained him an invitation from Prime Minister Tony Blair to visit 10 Downing Street. In June 2003, Oliver became a Member of the Order of the British Empire. In 2005, he opened a campaign, Feed Me Better, to introduce schoolchildren to healthier foods. This was later backed by the government. Soon after came the first branch of a restaurant chain, Jamie's Italian, in Oxford in 2008. His TED Talk won him the 2010 TED Prize. Jamie Oliver was born and raised in the village of Clavering. His parents, Trevor and Sally Oliver, ran a pub/restaurant, The