SAINSBURY’S annual shareholders’ meeting was taken over by fairtrade campaigners yesterday as its new chief executive was bombarded with demands to implement the living wage.

The supermarket was less likely to brandish its slogan “live well for less” this week after some of its investors used the day to quizz incoming boss Mike Coupe on the group’s commitment to a fairer pay.

But he was reportedly noncommittal about the London hourly rate of £8.55 and of £7.65 elsewhere.

Responsible investment charity ShareAction chief executive Catherine Howarth said the boss’s response was “disappointing.”

“All workers, including contract staff, deserve the dignity of a living wage,” added Ms Howarth.

“Nobody should earn less than a fair day’s pay for a fair day’s work.”

But the living wage was not the only issue activists were keen to promote with Mr Coupe. 

As reported by the Star this week, the shareholders’ meeting was also attended by campaigners for Palestine.

Supporters of the Sainsbury’s Campaign coalition believe the supermarket’s pledge not to sell products manufactured in Israeli settlements should also include severing ties with companies profiting from selling those items elsewhere.

A petition signed by 7,000 people was handed to Sainsbury’s management outside of the meeting, while life peer Jenny Tonge confronted the executive inside.

But group management argued that there was “no evidence of wrongdoing” by its current business partners. 

Other campaigns including No More Page 3 were also present at the event.

All groups swore to keep lobbying Sainsbury’s and its new chief executive on the issues at hand.