They call it the back margin. Brands buy shelf space, position, pay for offers and promotions, extra payments (effectively a fine) if volume targets are not rea

They call it the back margin. Brands buy shelf space, position, pay for offers and promotions, extra payments (effectively a fine) if volume targets are not reached, etc. Tesco infamously had 24 ways of extracting extra money from suppliers via back margin. The front margin is the traditional agreed buying price.