IF TESCO will not listen to the people of Bournville, then Birmingham's licensing justice must.
The community in this unique suburb, with a Quaker heritage that has ensured it has remained dry, have spoken out strongly against Tesco's plans to begin selling alcohol at its supermarket there.
Tesco, often portrayed as an out-of-control giant that is taking over vast swathes of Britain, can puncture that image by backing down.
If not, the licensing justices must side with the hundreds of families who are opposed to booze being flogged in Bournville.
Put people before profits.