Richard Baker, deputy COO at British supermarket chain Asda , has urged his peers to focus on regaining consumers' trust by abandoning phoney price claims and yo-yo price promotions. Baker explained that an Asda-commissioned survey, carried out by TNS , has shown that only 39% of shoppers expect supermarkets to act with as much integrity as five years ago. Others surveyed meanwhile revealed that the supermarkets' treatment of farmers has undermined their trust in the multiples.