Owned by Geeta and Charanjit Doal, the store in Wheaton Aston, Staffordshire, joined with the local school to promote healthy eating and other activities for the week.

"Only by coming out from behind your desk and getting into shops to spend time with retailers can you fully appreciate the valuable role they play in the community," said Williams.

He was leading his team for the big week - trading director John Searle was on duty in a Lifestyle Express in Yoxall, Staffordshire, helping with deliveries and shelf stacking, as was marketing director Ian Davidson in an Edinburgh Lifestyle Express.

Raj Krishan, Landmark Wholesale retail controller, said: "All central office people were out helping independents in some way."

Booker boss Charles Wilson was out in the field for the second year running. He helped Sre Sretheran at his Stop Once Express, Hornchurch, where the retailer celebrated NIW by handing out goodie-bags to local children.

Maurice Lowrey, manager of Booker, Carlisle, and RDM Chris Gallacher took their jackets off to help in Billy Bones' post office store in Brinton Park, Carlisle. They celebrated Cuppa Day, had a wine tasting and raised £920 for the local hospice charity.

Donna Constable, PR co-ordinator at Booker and fruit and vegetables category boss Martin Hartshorne - dressed as a strawberry - were enthusiastic Cuppa Day and barbecue helpers at the Premier store owned by Atul and Maya Patel in Rushden. Booker's High Wycombe depot helped retailers celebrate, offering a free Cuppa Day refresher and biscuits with deputy manager Robert House and receptionist Margaret Hodges helping with a welcome beverage.

Peter Lowrie, managing director of Lowrie Cash & Carry, motored over to Whitley Bay to work in Mohammed Asif's store and got the job of re-laying the crisps fixture.

Peter said: "Contact with customers is very important especially when our marketplace is celebrating NIW."

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