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My Shop is Your Shop helps independent retailers to strengthen their links with local shoppers and provides them with confidence and grow sales.

MSYS aims to increase awareness and use of local shops and the scheme provides a feel-good factor so independents focus on their strengths and how they can use these to compete with the multiples.

It brings together major suppliers, leading wholesalers and cash and carry operators in the grocery channel, and independent stores, working in partnership to promote a strong independent sector.