Jamie Oliver and Hugh Fearnley-Whittingstall have urged supermarkets to call a ceasefire in the milk price wars.

The chefs – who are known for pressuring supermarkets into changing their stances on animal welfare and sustainability – issued a joint statement today.

The move comes as controversy rages over recent cuts to the farmgate price of milk imposed by processors including Arla, dairy Crest and Robert Wiseman.

It was time the supermarkets stopped using milk as a loss leader, the chefs said.

“If they won’t take that initiative, perhaps consumers will consider moving their custom from those who offer milk at crazy, knock-down prices to those who will commit to giving dairy farmers a fairer deal,” the duo wrote.

They urged everyone who drinks milk to take action.

Oliver has previously campaigned to help the British pig industry, while Fearnley-Whittingstall has campaigned on higher welfare chickens as well as fish.