Celebrity chefs have remarkable power. When they tell us what to do, we slavishly obey - and this doesn't just go for cooking times.
When Delia tells us to buy a particular frying pan, they fly off the shelves. When Nigella says we should use goose fat, sales soar. When Jamie points out how trashy Turkey Twizzlers are, they get taken off the menu.
This is why supermarkets are so keen to team up with TV chefs, and it's also why they might be rather nervous about what the Channel 4 chef and Guardian writer Hugh Fearnley-Whittingstall is going to say at an anti-supermarket rally tonight.
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