Procter & Gamble (P&G) has become fed up with some retailers in its attempts to collaborate with them to slash supply chain costs. They were not always receptive, said P&G customer logistics director Graeme Carter. "I find it incredibly frustrating," he told delegates at grocery think tank IGD's Supply Chain Summit.

Carter suggested that greater openness provided a big opportunity for both sides to grow their businesses and improve their financial returns. "We need to have more openness in total operating costs," he said. "The other barrier is early engagement: get involved as early as possible and try to understand the issues."

Andy Ellis, supply chain director at supermarket chain Asda accepted that more transparency was required on both sides if collaboration was to succeed. "In the past the transparency of costs at retail and manufacturer level have been buried."