She found some evidence of benefits which suppliers derive from these arrangements but also recorded a concern, to be investigated further, as to whether the purpose of the Groceries Code was being circumvented by these payments. In order to do the job effectively, the supplier may be granted access to a greater wealth of. Traditionally the job of category captain is given to a brand supplier, but in recent times the role has also gone to particularly switched-on private label suppliers. The category captain is often the supplier with the largest turnover in the category. In return, the supplier will gain a more influential voice with the retailer. The category captain will be expected to have the closest and most regular contact with the retailer and will also be expected to invest time, effort, and often financial assets into the strategic development of the category within the retailer. ![]() It is commonplace for a particular supplier in a category to be nominated by the retailer as a category captain.
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