Big chains are an easy target, and rightly so in many instances. But food’s journey from supplier to consumer is more complex – and evolving – says Andrew Fearne.

Andrew Fearne

Picture this: you are the supplier of a highly perishable and seasonable food commodity to a major supermarket. You are a significant player in your sector, say summer fruits, but the supplier of only one of 30,000 product lines for the supermarket.

Your supply programmes are generally agreed annually with your customer, the supermarket, with prices and promotions contingent upon availability and demand.
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