In March 2021, Unite the Union published a statement condemning the alleged ‘fire and rehire’ strategy adopted by management at Jacobs Douwe Egbert's factory in Banbury to impose a contract with inferior terms and conditions. The union has branded the move as "immoral", pointing to the workers’ increased workload following the estimated 40% increase in domestic coffee consumption during the COVID-19 pandemic. The union highlights that the move will negatively affect workers’ livelihoods and leave them unable to retire with a decent income.

On 28 April, Unite announced that workers would protest against the alleged ‘fire and rehire’ threats with a strike and May Day demonstration.

Joe Clarke, Unite national officer for the food and drinks industry, said: “We are not going to allow our hardworking members at this very profitable company to be steamrollered into accepting lower pay and inferior conditions, especially as they have worked flat-out during the pandemic to meet the soaring demand for coffee from UK consumers.”

Unite general secretary Len McCluskey pointed to similar ‘fire and rehire’ threats allegedly adopted by other companies, such as British Gas, calling for the practice to be outlawed to protect workers’ livelihoods and working conditions.

Rob Williams, JDE Banbury plant director, said: “We have not issued a notice of dismissal and re-engagement at this time. Once the collective and individual consultations have been exhausted, this could be one of the outcome of the Section 188 process. We urge the union committee to constructively participate in the consultation to reach a mutual agreement that benefits both our associates and the business”

In August 2021, union members voted overwhelmingly in favor of an agreement that ends JDE’s bid to fire and rehire nearly 300 workers employed at the Banbury factory.