@Francois, I agree that many smaller manufacturers get sucked into the dream that very rarely materialises. In my experience, you may get the first deal and make a little bit of cash but, as with Whole Foods, they will always put the squeeze on you further down the line. It's a wonder how anyone can do business with the big guys. In the past, I have done business with Apple Inc. When we landed the deal, very naively, we thought our sales would go through the roof. After agreeing to their 70% margin terms (yes 70%), we managed to just about break even. We were actually featured in just one Apple email going out to millions but that was along with 10 other products. We got a fair few sales but it was a painful relationship until we decided to end it. We were disappointed that they never even tried to earn their 70% margin. I guess the whole thing was an education but I have to say, it did open some doors and gave us some credibility because Apple is stringent with product testing before agreeing to stock it. Retail is dead for many products in my opinion. You just can't make it cheap enough and compete with these stupid margins. Retailers are really struggling on the high street yet, instead of lowering margins a tiny bit so they can introduce unique suppliers and products to their customers, they continue to screw the little guys to the floorboards. And then they wonder why they are losing market share and customer loyalty has disappeared! It would be nice if some of these retailers actually began working with manufacturers and producers rather than killing them. They may find themselves regaining the magic they once had.