He became the little pig who took on Tesco's wolf when he threatened the retailer with legal action for stocking his crisps without his permission. Tesco huffed and puffed, but it soon ran out of breath and backed down. Chase, who first got into crisps when his potato farming margins became negligible, decided someone needed to make a stand.
"What pissed me off was the fact they went behind our backs. We just wanted to make the point that what they did was naughty.
"They were going after the independents, stocking our stuff at a discount, and they needed smacking. No one's stood up to them before. It was time someone did."
Well said. But you can forget about your Christmas card from Sir Terry.