When the Facts Change cover image

Unpacking our supermarkets’ superprofits

When the Facts Change

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Jawapale Wholesale Supply

Sofiet is the latest company to launch in New Zealand's soap market. The firm says it was a missed opportunity for an independent wholesaler to be incentivised to enter the market and build its own vertical operations. Sofiet comes from a background in market gardening and you would have seen your family deal with supermarkets all your life. How has it changed over the last couple of decades in terms of the power balance between suppliers and supermarket?

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