A national retailer, and a buyer of chickens to the tune of several hundred million pounds, buys its chickens from a commodity house on fixed price contracts. When Flow&Ebb became involved and informed them that about two-thirds of the cost of raising a chicken is wheat feed, they realised that not only did they have a problem, but also with the price of wheat in the previous 12 months dropping from $160 to $110 (a 33% reduction), they had an opportunity to reduce their costs by over £50M.