It could be too little too late when it comes to encouraging a third supermarket to New Zealand. 

The Government's repeated the call that we need more competition - to pressure prices. 

It's laying out plans to challenge the incumbents, Foodstuffs and Woolworths - and remove regulations discouraging competition. 

Former pre cursor to the Food and Grocery Council chief executive Ernie Newman told Francesca Rudkin the time has past and the focus should be on breaking up the existing sector. 

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