(CNN) Sen. Bernie Sanders has long bathed in the antipathy of his political enemies. Now, he's using their unkind words to bolster his progressive credentials in the heat of the 2020 Democratic presidential primary.

The Sanders campaign on Wednesday unveiled a new page of "anti-endorsements" on its website -- a list of a dozen wealthy businessmen and one centrist think tank -- who have publicly criticized him and his agenda.

In a speech last month, Sanders quoted President Franklin D. Roosevelt, who once said of his industrialist rivals, "They are unanimous in their hate for me -- and I welcome their hatred." Throughout the campaign, Sanders has channeled that sentiment, highlighting attacks from wealthy adversaries and establishment figures in fundraising pitches and stump speeches. Their opposition, Sanders argues, is evidence that he can be trusted to fight against their interests, whether it means taxing Wall Street or agitating for higher wages at companies like Walmart.

"It should come as no surprise that corporate CEOs and billionaires have united against our movement. These people have a vested interest in preserving the status quo so they can keep their grip on power and continue to exploit working people across America," Sanders said in a statement following the rollout. "We welcome their hatred."

Not included on the initial launch page was billionaire media mogul Haim Saban, who flayed Sanders in a profile published earlier Wednesday by The Hollywood Reporter , calling the Vermont independent a "disaster zone."

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