In 2014, Oliver became the culinary face of Woolworths Supermarkets. Oliver came under strong criticism over the funding of the advertising surrounding his relationship with the supermarket."Moreover, in this case he is not a spectator but effectively a beneficiary of these demands on our farmers. If he doesn't approve of Woolworths' ethics, he can withdraw from the campaign, and refund his endorsement fee. In the last 12 months, the average vegetable grower has gone from making a small profit to making a loss. In the same 12 months, Mr Oliver's wealth rose by an estimated £90 million. Now we know how."