Professor Barr-Coad said that a TMB video released via social media and which purported to instruct potential purchasers to 'relax' actually used reverse psychology in an attempt to encourage them to panic. "Before this video was issued, I doubt anyone was seriously wondering about a shortage of tripe after Brexit," he said.
Sir Norman described the claim as "ridiculous", adding: "We simply want to assure customers that there are enough stocks of tripe to cope with demand - and, in our judgement, there always will be." He said that simply using the word 'relax' once or twice could not be grounds for claiming that the TMB was trying to scare people.
During questions, Sir Norman admitted there had been something of an 'uptick' in sales since the video was released last week, but claimed this was due to people tiring of a diet of pulses and tofu during the first two weeks of 'Veganuary'.