The chairman of British online supermarket Ocado said there was no shortage of food in the country and "nobody will starve" during the coronavirus pandemic.
It comes after the online supermarket announced it's running at full capacity and is no longer taking orders from new customers.
"The first thing is 'don't panic'. There isn't going to be no food tomorrow," Stuart Rose told BBC radio.
Rose, a former boss of Marks & Spencer, contracted the virus and has been in self-isolation for two weeks.
He ventured out to the supermarket for the first time in two weeks on Wednesday.
He said Britons should avoid going to supermarkets at peak hours and only buy what they need.
The boss then called on the country to "make your meals work".
"If you buy a chicken, roast the chicken, have the roast chicken dinner, the following day turn it into a stir fry, the following day make it into soup," he said.
"You can make a relatively small amount of food go a long way and I think we live in a very profligate society today - we buy too much, we eat too much and we have to learn new ways."
Britain's supermarket sector is facing unprecedented demand during the outbreak as consumers stock-up fearing a prolonged period of isolation, while schools, pubs, cafes and restaurants have been forced to close.
And with everyone from Mcdonald's to Pret shutting their doors, families are also covering extra meals at home, perhaps accounting for the spike in sales.
On Thursday, Sainsbury's announced plans to implement a one in one out policy to help keep staff and shoppers two meters apart.
Morrisons has launched a pre-packed online food orders system while Waitrose has reserved a section for NHS workers in many stores.
Ocado has been operating at full capacity during the crisis. It said on Tuesday it had around ten times more demand for its services than it did before the outbreak began.
Online orders are now limited to one per week per customer, while some items have also been limited to just two per person.
Ocado chairman Lord Rose repeated calls for shoppers to show restraint.
"There is a billion pounds more food in people's larders than there was a couple of weeks ago - what are they doing with it? How much food do you need to eat? How much do you need to store away? Please show some restraint," he told BBC Radio 4's Today programme.
"There is no shortage of food ... Nobody will starve."
But he said it is important to ensure vulnerable people are given priority.
