Oliver: "Passionate nature was to blame"

Jamie Oliver has said his "passion" was responsible for his reaction to Sainsbury's refusal to take part in his TV show on battery-farmed chickens.

It was reported that the chef - who is paid £1.2 million per year to appear in the supermarket's TV advertisements - had criticised bosses for not participating in a debate.

However, he later apologised to staff at the chain and said his comments had been misrepresented.

He told this morning's BBC Breakfast: "The passion for the subject got me in a pickle, where it was able to go in papers and look like I was criticising Sainsbury's. Sainsbury's did do more than their bit and yes, I was perturbed that they were not there at the live event purely and only because I knew it would look bad when they had no reason to look bad."

He added: "I think the good point is all supermarkets, I think, are at a tipping point, sitting around tables and taking decisions about the welfare of animals and the cost and what system they will be investing in."

Oliver also admitted that he suffered sleepness nights over the show, saying: "This has been the hardest programme for me to make. If you love food and love British farmers and have a relationship with the British public, it is about saying 'I think there is going to be a problem'. If you show the British public clarity, enough of them will make better choices."