These supermarket board members/executives are mostly pretty mediocre dudes, but all have one exceptional quality: utter, utter shamelessness.
They're public companies, so we can see their profits and the way they use accounting tricks to make it look like they're not profiteering off customers and farmers quite as ruthlessly as they are, yet they spew this nonsense.
As long as shareholders get their dividends, they get their bonuses, and that's all that matters.