Explain one reason why Cornets Ltd decided to sell its ice cream cones through a wholesaler.

A wholesaler is an intermediary in the distribution channel that buys goods in large quantities from producers and sells them in smaller quantities to retailers. For a producer like Cornets Ltd, using a wholesaler has several advantages: - **Access to a wider market:** Wholesalers have an established network of retail customers. As the case study shows, this allowed Cornets Ltd to expand from 50 customers to "hundreds". This leads to higher potential sales. - **Reduced costs and complexity:** The producer makes fewer, larger deliveries to the wholesaler's depot rather than many small, expensive deliveries to individual shops. This saves on transport costs, administration, and sales staff. - **Bulk purchasing:** Wholesalers buy in large quantities, which can provide a steady and predictable stream of revenue for the producer.