After beginning the week with a high profile attack on the hand that fed him - namely Sainsbury's - Jamie Oliver has now issued a grovelling apology to the supermarket giant, claiming his comments had been taken out of context.
Oliver made front page news on Monday - which just happened to be the day that the Big Food Fight series began - when he criticised Sainsbury's for refusing to turn up to a public debate on chicken farming.
Given Oliver's £1.2m contract to front Sainsbury's ad campaigns, this was understandably gobbled up by the Daily Mirror and splashed on the front.
However, today - which just happens to be the day that the programme in question is being aired - it has emerged that Oliver has written an open letter to every member of staff at the supermarket chain apologising for the outburst.
He also wrote to chief executive Justin King and insisted that "Sainsbury's has the most to be proud of on this important welfare issue".
Now, Oliver is a pretty media savvy sort of chap and there is no doubt this week's shenanigans have done a lot to promote the Big Food Fight season on Channel 4, but one wonders if he has taken it a step too far this time.
Asked whether he would renew Oliver's contract when it runs out in April, King replied: "Ask me again in April."
