Foodservice supplier Brakes has announced it will start publishing its list prices online in November to improve transparency across the brand.
The decision came after feedback from Brakes' customers revealed frustration when trying to browse online.
In 2011, Brakes removed its list prices due to inconsistency across the range.
Customers will now be quoted the same price whether shopping online, from the brochure or when speaking to an agent.
Brakes has also decided to review its prices only twice a year to improve stability. This is estimated to take place in March and September.
Charlie Burton, pricing director at Brakes, said: "The whole project has been carried out with the voice of the customer in mind. From a customer viewpoint, it was frustrating and difficult to budget without calling one of our agents.
"A transparent price allows customers to see the value of food before they purchase and enable them to differentiate between products. This isn't a new idea, but it gives customers the confidence to see where our products sit in the market."
"Customers are awarded a trade discount, a flat percentage based on how much they spend and volumes ordered."
For new customers who may not know about the trade discount, Brakes has selected 40 best sellers to start at a low, competitive price. These known value items (KVI) will not be applicable for discount, but it hopes they will help to build confidence with the customer.
The new pricing structure will also allow Brakes to offer better sales, by providing a before and after price.
Jennie Fisher, director of customer engagement at Brakes, said: "Over the last couple of years we have been focused on other areas and so the statement of intent: 'simple, stable, visible prices' tells our customers we want to reconnect with the food we are offering, our customers and the sales teams."
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