1.0 Introduction Retailers play the salient role to the fresh food inventions.

Retailers are the invention of the food taken and chosen for each family in an area. Retailers will determine the variety selections of food intake per family in a country. However, how far the roles of retailers as food invention to the healthy food intake and the food safety among the Malaysian? As we can clearly eye witness in Malaysia, most of the retailers include the invention of food with variety of selections which asked the customers to make their own selection democratically. Therefore, the main issue is the roles of retailers are the key and an active participant not only in the food invention but also the aspect of healthy concern among the consumers. In fact, the geographical factor and also the demands of different consumers need to take into consideration for the food retailers. 2.0 The roles and demands Prevor (2006) said there are two important tasks of retailers which are to raise consumers comfort level of food and to display and promote to the consumers of food. He mentioned both tasks will make the consumers to buy and acclimated the food from the trusted retailers. This can be supported by Evans and Berman, Retail Management: A Strategic Approach (2012) that Loyal customers are the backbone of a business. The consumers will surely come to shop and get their food from the retailers that succeeding to supply food that is surely safe and healthy to eat. The retailers are responsible to display and promote the healthy food and safety of the food as well. Besides that, the relationship between the retailers and consumers can only be guaranteed when the retailers successfully satisfied the customers with these two aspect mentioned above. Evans and Berman mentioned there are four factors in relationship retailing: the customers base, customers service, customers satisfaction and loyalty programs and defection rates. All these considerations need to be taken seriously in Malaysia because Malaysian is a multicultural society which demands a different request and desire in food. Based on the Malaysian citizens the retailers are cannot simply put aside the multicultural factors in making sure the food is healthy and safe to eat. The consistency in supplying and food invention is the key in getting loyal customers. The question is can the retailers provide the products that is acceptable for all customers and meeting the highest standard? Business requires loyalty not only

among the customers but the suppliers as well. All of these are connected to each other and the legislations may affect the producing of product as well as demand from the customers. Evans and Berman, Retail Management: Strategic Approach (2012) said that decision of location can be complex, costly, flexibility and impact of a business strategy. One of the positives attributions on the planning of shopping center is strong sub-urban population. This shows the importance of the attendance of sub-urban citizens for the food retailers. The development area has to propose and consider a place of retailing space. In Malaysia for example, we could see the big supermarket is allocated in an urban area in Selangor: city like Shah Alam, Subang Jaya and Mutiara Damansara can be seen many big supermarkets are built for the citizens there and nearby. Geographically the developers take a consideration a space provided for urban area. Meanwhile, the sub-urban area such as Sungai Buloh the developer will provide a space for the retailers such as Econsave and The Store to supply foods for the citizens. Luckily the sub-urban can still travel to Shah Alam to shop for their food and groceries there because of the viability through Guthrie Highways. In America, Wal-Mart is located in variety location and Safeway is located only in urban areas and the analyst mentioned that the buying chains in urban is profitable as food retailer than the one with least exposure by Wal-Mart geographically, Howards and e.l (2001), Consolidation in Food Retailing and Dairy. This simply shows that the relationship between customers and retailers can be identified geographically and it becomes as the dominant food chain among the consumers. By mentioning geography will influence the food chain of the customers it shows that the issues of food safety and healthy food are highly demand by the urban citizens. Basically, we could see the city of Shah Alam is the place of education and administration. This is the place where the educated people and high class people will voice out their demand and out spoken about their need in food chain. Therefore, the retailers will have to deal a huge amount of consumers that is not only from the place around but also the sub-urban citizens. This is quite challenging as the retailers become the dominant food chain and also fulfilling the demand of the consumers. Howards and e.l (2001), Consolidation in Food Retailing and Dairy identified that food manufacturers have embraced consolidation in food retailing because it cuts down transaction costs of dealing with large customers but it puts them in the position to demand so much.

The consumers are currently educated with the knowledge of healthy food intake. Instead of buying the frozen food most of consumers in Malaysia are preferable to buy the raw ingredients from the food retailers and cook for their own food. Thus, the consumers want to spend only on the best items from the food retailers. Organics products for example have become the most selected products among the consumers in Malaysia. According to a paper work of a seminar with a title Sustainable Consumption: The Role of Food Retail (2005), has made recommendation that it is important for the strategy to make clear connections between Government agendas on public health, sustainable consumption and animal welfare. This is to make sure the dairy product such as beef and lamb to be less consumed as to promote more balanced diets and this is the need for the Government to work with the stakeholders. Besides that, the dairy product can be healthy when the government co-operate with the responsible supplier to feed the animals with organic food and well breed in a wide field rather than to only fasten the production and fatten the animals like chickens. Currently, the vegetables in the supermarkets are using pesticide that might affect consumers health in future. The organic vegetables are supplied with very small amount in the supermarket because of the cost. Furthermore, the consumers are not using the power of demand in buying the organic vegetables as the prices of the organics vegetables are expensive. The government has to observe this situation in order to make the consumers healthy and help the retailers to supply the organics food by allocating budget for the farmers. Probably the role of retailer as the key of food invention can be influenced by the customers, stakeholders and government. We are not alone, we live as an individual but we are connected Ronin, Epic (2013) clearly shows the strong relationship between the retailers and the whole world. In getting loyal customers can be solved indeed when the planning of the shopping center is located in urban area which is strong with sub-urban population nearby. The existence of food retailers must be stressing on the viability and vitality. It is confirmed that geography plays an important role to guarantee an effective business is going on smoothly. Adlard (2001) mentioned that according to a High Court judgement in 1998, whenever a development was proposed for an out-of-centre site, the developer was required to show that was a need for the retail space. The rural area will probably left behind of the development of huge supermarket but grocerys shop does exit. This is an advantage for the society who lives in rural area to buy food. The food retailers are getting the products from the supplier in city or the people in the area who do

farming and breeding animals. Basically, the food retailer is not only happening in urban area but also rural. In other words, we could say the power of consumerism is happening in any geographical area which is humans being are living there. The necessity of food nowadays seems to be unlimited because everyone is now rushing to settle their daily life and easily consume the food product from the nearest retailers. The development of food retailers can be seen as fast development where we could see the groceries shops in sub-urban area can be seen after 300metres. The healthy competition between the retailers helps the citizens to make the best choices in consuming their food products. Hollingsworth (2004) said there is development in the competitiveness of the food retail sector in United Kingdom which is included the four major of food retailers: Tesco, Sainsburys, Asda and Safeway. Hollingsworth said that the industry is characterized by a number of common attributes including greater store size increase in retailer concentration and the adoption of a range of formats by retailers to reach as large a customer base as possible. The increasing competitive environment has prompted the retailers to divert the function of their retail formats; Safeway for example currently operates four formats: convenience stores, supermarket, superstore and hypermarket (Hollingsworth, 2004). This can be seen in Malaysia as well such as Econsave and Speedmart. Besides that, is not that the other type of format such as home delivery, buying via Internet is rapidly happened currently. The price competitive will be the main subject as the consumers realizes the opportunity for a greater price. Pastry is the best business that is rapidly ordered by the consumers via internet as the consumers feel it will be delivered to their house without need to spend time petrol to drive to the bakery shop. In fact, it helps the retailers to work from their respective house effectively. This healthy competition has successfully increased the creativity of food invention among the food retailer to produce the best products for the customers. 3.0 Conclusion In conclusion, the roles of the retailers as the key and an active participant of food inventions can be influenced by these factors which are the food safety, healthy food, geographical location, and the demand of the customers. Currently any transaction can be done through internet even though it is involved with food industry. This is as an eye opener for the retailers not only to look at the possible consumers that will come to buy the food but it has been beyond their expectation. The creativity of food retailers must be unlimited and pilot research is

a must for all food retailers in order to compete with the other food retailers and also to stay in the business for long period. Geographically it plays an important issue need to be considered among the food retailer but here the rural area is not a guaranteed the food retailer will not succeed in their business as the citizens cannot go to shop at the supermarket in urban area. The food retailers have to make sure that the suppliers will provide enough food that can be consumed in city can also be consumed in the rural area. This will help the citizens to get better food supplement and consumed better food like the people in city. Therefore, geography will not stop the food retailer to provide better products for the citizens because it helps them to be trusted and easily earn the loyalty from the consumers. The demands of multicultural people of Malaysia need to be considered as the muslim cannot allow their meat or chickens to be slaughtered by the non-muslim for example. The Indian is vegetarian in their food intake which demanded the food retailers to prepare the food that is suitable for the vegetarian people. All of these criteria need to be taken seriously as food is considered holy and precious in order to maintain ones health and also prolong the longevity of ones life. People need food to grow and to stay alive in order to keep up with their daily life.