CPI workshops: securing cost price increases with buyers

Three miniature figures of business people with one sitting on a pile of pound coins

At a time when margins are under pressure like never before, getting adequate returns from supermarket customers is crucial. We're running workshops that can provide you with the skills to manage these negotiations.

With soaring costs, it is more critical than ever to be able to recoup increasing costs from your customers. 

All too often, buyers hold firm and growers are either turned away or don't get the increase their business needs.

Recovering increasing costs can be a difficult conversation to have with customers, especially when buyers resist the increase for as long as possible.

We want to arm you with the skills to gain control, creating the best chance for you to agree the price you need from your buyer, in a constructive and robust way.

Learn from ex-retail buyers

Our one-day workshop is delivered by former supermarket senior buyers turned management consultants, Ged Futter and David Miles of The Retail Mind. They have worked on both sides of the negotiating table.

It is highly interactive, focusing on real-life examples and tried and tested processes.

It will give you the skills to build and maintain strong, constructive relationships with your buyer and communicate in a way that delivers messages clearly and consistently.

“The best £300 I ever spent.”

“Absolutely five star.”

“I asked my buyer for an increase and the reaction was exactly how David and Ged said it would be. They had a tantrum, but ultimately they gave me what I needed.” 

“Ged and David are using their expertise to help suppliers navigate buyers’ tricks of the trade,” NFU horticulture and potatoes adviser Christine McDowell says. “The training is based on the premise that this isn’t a negotiation. If you say you need a 7% uplift in cost price, then it’s 7%, not 6.5%.”

During the workshop, you'll have the opportunity to role-play the process of having the discussion with your buyer, complete with the typical responses you may receive from retailers.

Keeping calm and learning how to reframe the discussion towards the key objective is central. You'll be taught to develop soft language skills and body language awareness to give yourself the best chance of success.

Finally, we'll test your negotiation skills in a pressurised situation so you can practice how to react when a deal needs to be done and is not forthcoming.


  • 8 February 2023: NFU HQ, Stoneleigh, Warwickshire
  • 19 April 2023: NFU HQ, Stoneleigh, Warwickshire


NFU members receive a discounted rate of £300 per person + VAT, saving 40%.

Spaces are limited. Tickets are non-refundable. Lunch and drinks will be provided.

How to book

Contact CallFirst on 0370 845 8458 to book your place.

Course details

  • Ged Futter is a former senior buying manager at Asda and director at groceries code training business GSCOP.
  • David Miles is former commercial director at Asda.

Prepare: This session is about ensuring you’re prepared before approaching your customer. It looks at the importance of being internally aligned and what happens if you're not prepared.

Plan: This session looks at the process after you’ve asked your customer for a price increase. It will focus on the conflict that can be expected, how to deal with any objections and rejections, and how to re-frame the discussion.

Practice: The final session is about understanding the pressures of the final few days before a price increase goes live. Delegates will be put under real-life pressure to understand how it feels when a deal must be done and it is not materialising. You'll learn to understand when to escalate and how to avoid a situation escalating too early. You’ll also understand that how a supplier handles a price increase determines how the next price increase request will be seen.

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