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 the contract catering giant Compass Group, which Oliver had soundly criticised in "Jamie's School Dinners". In 2006, Oliver dropped to second on the list behind fellow celebrity chef Gordon Ramsay. In July 2010, Oliver regained the top spot and was named as the most powerful and influential person in the UK hospitality industry once again. In 2013, Oliver was awarded an Honorary Fellowship by the Royal College of General Practitioners for his work in tackling childhood obesity by improving the nutritional value of school dinners. On 29 October 2015, Oliver was listed by UK-based company Richtopia at number 2 in