Richard Broadbent, Non-executive Chairman of Tesco, has underlined his faith in the company with the purchase of £99,486-worth of shares following the supermarket giant's worst Christmas trading in 20 years.
Broadbent, 58, who has been in the role only since November, purchased 30,149 at 329.98p each.
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"Must do better" was the theme of the statement, which reported that sales excluding fuel but including Value Added Tax (VAT) in the six weeks to January 7th were down 1.3% on a like-for-like (LFL) basis versus the previous year.
Broadbent's purchase reflects the firm's plans for 2012/13 to "substantially increase" investment to deliver an even better shopping trip for customers, particularly in the UK.
The company's share price has fallen over 20% in the past year, and 18% in the last month.
Top Director Buys
Tesco (TSCO)
Director name: Sir Richard Broadbent
Amount purchased: 30,149 @ 329.98p
Value: £99,486
Top Director Sells
Marks & Spencer Group (MKS)
Director name: Mr John Dixon
Amount sold: 50,769 @ 315.00p
Value: £159,922
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