"As I've mentioned on twitter, you need less 'sustainability' and more cutting prices to maintain profits. I'll be watching the dividend payments closely."
I think shareholders should actively tell Sainsbury's this. Being directly honest, at the moment I'm annoyed at myself for investing and my father for recommending I invest. I still believe they will rise from here but still annoyed. My instincts were correct- price matters much more than any charity guff or 'sustainability'. The majority of shoppers don't care about that, they care about what's in their pockets.