Premier, which is poised to buy RHM after gaining clearance this week from the OFT in a deal that will make it the UK's biggest food supplier, has joined the FWD's PR Action Group, which co-ordinates the MSYS campaign.
The group is made up of suppliers, wholesalers and independents, who promote the campaign directly to consumers. "Increasingly suppliers are seeing the real commercial value behind MSYS," said Alan Toft, campaign chairman. "There are solid business reasons for getting involved."
The centrepiece of this year's MSYS activity will be National Independent's Week, from 4-11 June.
Toft said he believed some key suppliers were coming forward to support the week with activities.