It’s a zero sum game when one trades in the commodities markets. One goes long, one goes short. As the price rises or falls, someone wins, someone loses. The sales representative competes for shelf space on the retailer’s shelf. It does not matter what kind of retailer; a hardware store, a grocery store, a pharmacy, a clothing store, or a pet store. It is a matter of getting your product on the shelf. If you are the winner to have your product on display to buy, someone else has lost. You make a commission dollar, and somebody loses a buck.