The dominance of the superstore multiples in the UK is "on the cusp of what most reasonable people would describe as unacceptable", according to wholesaler Steve Parfett. Speaking at the Federation of Wholesale Distributors' annual dinner, Parfett said: "I believe in competition and can only admire the multiples and the way in which they have taken their opportunity to dominate the market." However, the FWD chairman said their rise had put diversity under threat and with it consumer choice. "The logical result of superstore expansion into local neighbourhoods and particularly mopping up in more rural areas will not be a happy outcome for you as a manufacturer, for me as a wholesaler nor for the consumer who will by necessity suffer far more restriction on choice." That argument was at the heart of the presentation made recently by wholesalers to the Commission on the Future of Farming and Food. The commissioners heard why wholesalers and their customers were best placed to safeguard that choice ­ particularly in rural areas. And they also heard that price differential was one of the main reasons for the severe decline in the number of independent retailers. Parfett insisted that wholesalers were not whingeing or indulging in a bout of supplier bashing. But he said the price factor was of greater significance today than 10 years ago ­ "especially since the superstores learned how to manipulate the media and achieve free advertising for price cuts wrapped up as news". And he added: "Recent statistics that show how well our sector is holding up are particularly encouraging, but how much better could we do if we were given a true level playing field?" {{NEWS }}