Ralston-Purina, Borden, ConAgra, and Heinz have all admitted at some point to supplying products--sometimes lower in quality--to be used for private labels. Other marketers, however, criticize this "If you can't beat them, join them" strategy, maintaining that these actions, if revealed, may create confusion or even reinforce a perception by consumers that all brands in a category are essentially the same. Either defend the proposition that manufacturers should feel free to sell private labels as a source of revenue, or the position that national manufacturers should never supply private labels.