Sir, Having recently written to offer constructive criticism of suppliers and having had a great response from the two suppliers concerned, I would now like to praise Kellogg’s innovation for the independent sector (The Saturday Essay, 5 November, p20).

Kellogg’s has listened to the trade and reacted by introducing smaller case sizes for its cereals throughout the wholesale sector. This will encourage our customers to stock a wider range of slowerselling brands and, in a difficult trading environment, is exactly the sort of responsiveness that builds both trust and increased business. Kellogg’s also worked to effect a seamless changeover, using excellent display to tell our customers about the changes.

Well done, Kellogg’s – a great example of what can be done working together to build business.

Steve Parfett, chairman, AG Parfett & Sons 

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