Prince Charles has singled out buyers as the catalyst for increasing the amount of local sourcing in the grocery industry. Launching the Business in the Community/IGD guide Growing Rural Business, the Prince said the relationship with "poor old" small producers worked best when buyers at "the giants" of the food chain worked collaboratively and understood their challenges. He believed there was an anxiety among farmers and small producers about their relationship with big retailers and processors. "If we can encourage more local sourcing I am sure we can make a considerable difference to the viability of farmers and speciality producers." He said big retailers and food processors had a particularly important part to play because of their size and warned that token action was not enough ­ a change in business policy was often needed. He added, however, that although shoppers wanted to know the story behind their food, they also needed to realise the cost to the countryside and producers involved in producing cheap, convenient food. At the launch, Waitrose cheese buyer Graham Cassie insisted local sourcing was not a short-term marketing gimmick, but gave shoppers a much wider choice. "There has been a scepticism to working with supermarkets from small suppliers but this can be overcome by good communication, honesty and commitment." The guide encourages small businesses and retailers to work together and aims to show good practice. Sainsbury chief executive Sir Peter Davis agreed it was up to the industry to think rural and said it was in everyone's interest to help revive rural economies. "The guide illustrates how all parts of the chain can work together." IGD chief executive Joanne Denney said the guide was not a quick fix but a step in the right direction and aimed to be a source of inspiration. {{NEWS }}