Sir; Safeway chairman David Webster hit the nail on the head when he suggested an all-British food brand (The Grocer last week, p4). I agree we are seeing a cumulative fragmentation of branding between the English regions, Scotland and Wales, aided by devolution. There is total confusion and we are a long way from delivering a single, clear message. Only the Scots have been able to deliver that clear message. A few cardboard cutouts of Beefeaters and the like on overseas exhibition stands has done nothing to help the English cause. Marketeer Reading Editor's note: You are being hard on the English. Cardboard cutouts of beefeaters were dumped a long time ago. When did you last visit Anuga or SIAL? {{LETTERS }}