Shopkeeper less refined we hear (6)

I believe the answer is:

grocer

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'shopkeeper' is the definition.
(I've seen this before)

I don't understand the rest of the clue.

(Other definitions for grocer that I've seen before include "Food supplier" , "Dealer in foodstuffs and household goods" , "Provision merchant" , "Retailer of foodstuffs" , "Retail merchant" .)

I've seen this clue in The Sun.

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