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Dear Sirs,

Have to admit, I am surprised by Morrisons' fall in slaes. But I guess it is down because the perception is that Sainsbury's and ASDA (who are gaining share) are more price competitive.

In the run-up to Christmas, Morrisons has to invest in price, as its core market are very much the "squeezed middle".

But there's also room for innovation through heavyweight strategic partnerships, such as working with other non-competitive retailers with a similar demographic.

Additionally, no harm in flagging up their "buy british" credentials and, what I believe sets Morrisons apart, the quality of their fruit & veg, butchers, bakery and fisheries ranges in-store.

Kind regards,

Casper

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