In connection with a study on relationships between food producers and retail chains a new theory on communication and projection was developed. To position the new theory the paper first gives a short presentation of the traditional communication theory. Then there is a short presentation of the paradigm including the research strategy used for the development of the new theory. Following that you will find a section concerning the conceptual framework used for the analysis of the companies. This section is followed by a discussion of the main results and the new communication and projection theory. The paper ends with a short discussion of implications for management.