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Despite ten years of progress towards better co-operation, there are still too many barriers preventing retailers and manufacturers from working together effectively. To deliver the growth we need, we need to challenge our current ways of working and overcome these barriers, warns Nestle CEO Peter Brabeck-Letmathe, the new co-chair of ECR Europe. The aim must be ''joint growth creation through innovation''. There are many practical things that can be done, but the key lies in mindsets. New forms of collaboration won''t be possible without mutual respect and trust. Manufacturers and retailers need to look beyond their current concerns to build a joint ''shopper centric agenda'' that''s able to deliver tangible value to consumers beyond price. For example, consumers are looking to the industry to help them face issues relating to unbalanced diets and even, sometimes, unhealthy lifestyles. They are looking for better nutrition, the advice and service part will clearly play a more important role in the future. We also need to make shopping a pleasant, entertaining aspect of life again, says Mr Brabeck. ''That would be a great contribution to everybody''s quality of life''.