The CEO of Asda has pledged to stay in Northern Ireland despite fears over an Irish Sea border.
Roger Burnley said the retail giant "wouldn't contemplate" withdrawing after the UK leaves the EU.
Asda's lorries will have to undergo multiple checks come January 1.
The regulatory hoops are expected to add a hefty price tag to each load - fuelling concerns retailers will pull out of NI.
Speaking at the Northern Ireland Food and Drink Association's annual dinner, Mr Burnley said: “We wouldn’t even contemplate that. At this point we’re hell-bent on finding a solution.”
But he admitted the possibility of trade friction because of the UK's Internal Market Bill was a "big stumbling block".
Industry leaders have repeatedly warned supermarkets could withdraw if it becomes too difficult to trade in NI - and flagged increased prices, and fewer choices for consumers as a certainty come Britain's withdrawal from the EU.
Director of the Northern Ireland Retail Consortium, Aodhán Connolly, welcomed Asda’s pledge, but warned more needed to be done to protect businesses bringing goods into NI.
He added: “I think retailers have been very vocal in their commitment to NI, and particularly to NI households but there is a need to get mitigations and derogations in place.
“They’re [retailers] committing to do their best to make this work.”
