Tim Mason has heard it all. Ever since the Tesco executive launched the supermarket giant's Fresh & Easy venture in America a year ago, analysts have accused him of missing sales targets by a mile, while unions pushing for negotiating rights have complained that staff morale has fallen through the floor.

The critics were out again last week after The Times revealed that, faced with recession, Mr Mason was being forced to slow the store rollout programme. Worried? He hardly looks it. One minute, he's jumping on to a Fresh & Easy rickshaw for a photo shoot; the next, he's leading a chorus of Happy Birthday at the head office in Palm Beach, Los Angeles, to mark the chain's first anniversary.