There were some Essex jokes at last week's Sainsbury suppliers' conference when it showed a video featuring Sainsbury's new front man Jamie Oliver. In the video he was asked why he liked Sainsbury. "Because it's big and it's near," said the celeb chef. "What d'ya want me to say, mate? It's got beautiful curtains?" But Oliver also has some harsh words for Tesco. "I'm not into price wars," he said, "And I would never go to Tesco because it's all about shifting average gear." {{COUNTERPOINT }}