Pick N Pay is not selling at "The recommended Retail Price"

Why do Pick N Pay sell products at a higher rate then the "Recommended Retail Price" from the Supplier?

I have just bought a Coca Cola product where the "Recommended Retail Price" is R7 yet Pick N Pay is retailing the product at R8, meaning Pick N Pay has a 14.3% mark up from the "Recommended Retail Price"

Now just think of all those R1 profits daily!

Just saying,...