Somerfield is set to challenge traditional delivered wholesalers after announcing plans to supply village stores. In a clear threat to established wholesalers, the retailer said the scheme would be available to shops within a 10 mile radius of any Somerfield or Kwik Save store. There will be no delivery charge for orders over £50. The scheme is more wide ranging than the SAVE scheme launched by Sainsbury's two years ago. Alan Toft, director general of the Federation of Wholesale Distributors said: "The Federation believes it is more of a gimmick to appeal to the City and has nothing to do with best practice wholesaling ­ and it is clear to me the offer will not work. "Their service is very limited and will not appeal to independent retailers who need a full package of services as well as actual products." Association of Convenience Stores chief executive Trevor Dixon said: "If there is one thing rural stores don't need, it's more products. "Retailers would be better advised to take advantage of the added services available through delivered wholesalers and C&Cs." The initiative is currently being trialled at the Ickford Village Store in Buckinghamshire and is due to be rolled out in June including an expansion into inner city "fresh food deserts". The supermarket denies it is treading on the toes of the traditional delivered wholesale and cash and carry operators. Ian Roope, Somerfield's retail development controller, said that they were simply lending small retailers a helping hand. He said: "We are emphatically aware of the issues affecting neighbourhood retailers and will offer relevant expertise. We see ourselves as the social conscience of the supermarketing industry." {{NEWS }}

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