The Guardian
By Esther Addley
He has been described as the Jamie Oliver of seasonal food, championing good quality local produce with the same enthusiasm with which his fellow chef tackled shoddy school dinners.
But while Oliver has earned millions as the face of the supermarket giant Sainsbury's, Hugh Fearnley-Whittingstall is taking a rather different approach to its arch-rival Tesco. The cook and food writer plans to tackle the supermarket head-on by launching his own food store, selling only local produce, in the Devon town of Axminster, in a direct challenge to Tesco's overwhelming influence in the town.
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