The actor revealed he would no longer shop at Sainsbury’s because it endorsed “racial segregation and discrimination”. In the controversial tweet, he wrote: “Dear @sainsburys. I won’t be shopping in your supermarket ever again whilst you promote racial segregation and discrimination.
“I sincerely hope others join me. RT #BoycottSainsburys”
He added: “Further reading here,” alongside a link to the Sainsbury’s website with a statement outlining how they support Black History Month.
The post came after the supermarket shared a tweet in support of Black History Month.
It read: “We are proud to celebrate Black History Month together with our Black colleges, customers and communities and we will not tolerate racism.
“We proudly represent and serve our diverse society and anyone who does not want to shop with an inclusive retailer is welcome to shop elsewhere.”
But some Twitter users seemed confused by the logic behind Mr Fox’s tweet.
One user wrote: “I agree with loads of what you say, so this is not a criticism, but I can’t understand why this is promoting racial segregation.
“Are companies not allowed to celebrate sections of their workforce?
“I don’t really see any reason to join a boycott here.
“But it’s also an interesting adoption of whether or not ‘cancel culture’ tactics are a good way to express disagreement.”
In response, Mr Fox wrote: “It’s my nearest supermarket.
“So yes. I am not cancelling them.
“They just won’t be getting my custom until they address their regressive and segregationist policies.
“They also hint at an ethnic pay gap in their literature. What do you think about that?”