In April 2011, Hani Niayesh, owner and managing director of breakfast cereal manufacturer, Tia’s Muesli, received an unexpected phone call from the Pick n Pay Hypermarket Head Office. The retailer, which formed part of one of South Africa’s biggest supermarket chains, invited Tia’s to list with it again. In 2009, Niayesh had obtained a listing at a few Pick n Pay Hypermarkets in Johannesburg. Eighteen months later he delisted, disillusioned by his experience.