The editor of Waitrose Food magazine certainly didn't mince his words when he was sent an idea aimed at vegans.
Freelance journalist Selene Nelson emailed William Sitwell to propose a series of features on plant-based recipes, but he replied: "How about a series on killing vegans, one by one?"
He expanded: "Ways to trap them?" How to interrogate them properly? Expose their hypocrisy? Force-feed them meat? Make them eat and drink red wine?"
Waitrose said he "has gone too far".
The supermarket issued a statement after Sitwell's comments to food writer Nelson were reported on BuzzFeed News.
"Even though this was a private email William's gone too far and his words are extremely inappropriate, insensitive and absolutely do not represent our views," the statement said.
Sitwell, well-known as one of the critics regularly invited in to taste the contestants' creations on TV cookery show Masterchef, later issued his own apology, stating: "I love and respect people of all appetites, be they vegan, vegetarian or meat eaters - which I show week in week out through my writing, editing and broadcasting.
"I apologise profusely to anyone who has been offended or upset by this."