“…(iii) Most market research in Africa has focused on wholesale markets for grain (iv)Where 'supermarkets' have been targeted by recent Africa research, they have mainly been UK supermarkets procuring horticultural products and fish from Kenyan and South African growers" (Weatherspoon and Reardon, 2003, p.334) In recent years, majority of the studies on modern retailers in Africa have concentrated on Southern Africa (e.g. Battersby and Peyton, 2014;Peyton et al, 2015;Crush and Frayne, 2011;D'Haese and van Huylenbroek, 2005;Minten et al, 2005), and East Africa (e.g. Assefa et al, 2016;Andersson et al, 2015;Quaim et al, 2014;Rao and Quaim, 2011;Neven et al, 2009;Neven et al, 2006;Neven and Reardon, 2004;Weatherspoon and Reardon, 2003), with little research activity on North Africa (e.g.…”