TODAY we welcome Asda Wal-Mart to Swindon.

It is one of the largest superstores in Europe and will offer the widest range of food, clothing and home goods ever seen in a supermarket in the town.

Big, of course, isn't necessarily beautiful.

There are plenty of rival traders who say this store will mark the end of smaller competitors.

And there are many who question the wisdom of opening another huge store in a town already saturated with supermarkets.

But Asda has already proved itself a part of the community in West Swindon.

And its big brother in Haydon Wick has shown its good intentions.

It has built the town a new youth centre although there are question marks over whether the town can afford to staff it. And it has also donated £500 towards the Evening Advertiser Christmas Appeal.

Most importantly, the philosophy of the Asda Wal-Mart chain is to provide the consumer with affordable choice.

The aggressive pricing policies adopted by Asda since the American Wal-Mart chain took over has been overwhelmingly good news for shoppers.

The consumer has now become king in British supermarkets, and that has to be good news for all.