John James Sainsbury's show-piece Croydon branch of Sainsbury's was converted to self-service in 1950. On handing out wire baskets on opening day, one customer was so annoyed she threw a basket in Alan Sainsbury's face, and one member of staff refused to be an assistant in a self-service supermarket. When the original shop at 173 Drury Lane later closed, the manager, Mr Pawsey, handed Alan Sainsbury the key, saying, 'Your grandfather opened this shop, and I think it's only right that you should close it'. In 1956, Sainsbury became chairman after the death of his father, John Benjamin. As chairman, he pioneered fresh and frozen foods, and increased Sainsbury's own label range. He introduced oven-ready frozen chickens and the simple but powerful slogan "Good Food Costs Less at Sainsbury's" in 1959. Sainsbury's also released its first public relations video in 1964. He retired as chairman in 1967 to be replaced by his brother Sir Robert, and became Life President. Upon Sir Robert's retirement in 1969, Alan's son John became chairman. Sir Robert was then appointed Joint Life President of the retailer along with his brother. By this time Sainsbury's boasted 244 UK grocery stores (162 self-service shops and 82 counter service stores). The average size of new supermarkets was . The range of products had increased from 350 to 4,000 (including 1,500 own brand products). In 1969 sales reached £166m and profit before tax was £4.3m. The Company also boasted the highest sales per square foot in the food retailing industry and the market share of the UK supermarket business was 2.5%, turning Sainsbury's into a medium-sized, regional business in London and the South-East. When the company was listed on the London Stock Exchange on 12 July 1973, as J Sainsbury plc. (which was at the time the largest flotation ever), his family retained control with an 85% stake. Alan Sainsbury split his 18% stake in the business between his sons John, Simon and Tim, each holding 6%, while his brother Sir Robert gave his entire 18% stake to his only son, David. Political career Alan Sainsbury first entered politics by standing as a Liberal parliamentary candidate at Sudbury in the 1929, 1931 and 1935 general elections, before joining the Labour Party in 1945. Upon being made a life peer in 1962 he sat on the Labour benches. In February 1981, he was one of 100 prominent supporters of the