diff --git a/README.md b/README.md
index 8558ee2..6e4c74c 100644
--- a/README.md
+++ b/README.md
@@ -423,6 +423,22 @@ You can handle exotic encodings with the `encoding` option.
 ```ruby
 ImportUserCSV.new(content: "メール,氏名".encode('SJIS'), encoding: 'SJIS:UTF-8')
 ```
+### Custom cell sanitising
+
+By default cell values are stripped, that means "  Bob  Elvis " become "Bob  Elvis", however you may want to go further and get rid of the inner extra spaces that often present on cell value and get the proper "Bob Elvis"
+
+To do that, add an initialiser `config/initializers/csv_importer.rb` and define you proper rules.
+
+```
+require 'csv_importer'
+module CSVImporter
+  def self.sanitize_cell(raw_value)
+    raw_value.to_s
+      .gsub(/[\b\s\u00A0]+/, ' ') # Normalize white space
+      .strip # Remove trailing white space
+  end
+end
+```
 
 ## Development
 
diff --git a/lib/csv_importer.rb b/lib/csv_importer.rb
index 13cb062..76cd1d2 100644
--- a/lib/csv_importer.rb
+++ b/lib/csv_importer.rb
@@ -30,6 +30,11 @@
 module CSVImporter
   class Error < StandardError; end
 
+  def self.sanitize_cell(raw_value)
+    raw_value.to_s
+      .strip # Remove trailing white space
+  end
+  
    # Setup DSL and config object
   def self.included(klass)
     klass.extend(Dsl)
diff --git a/lib/csv_importer/csv_reader.rb b/lib/csv_importer/csv_reader.rb
index 0673f58..2a81232 100644
--- a/lib/csv_importer/csv_reader.rb
+++ b/lib/csv_importer/csv_reader.rb
@@ -60,7 +60,7 @@ def detect_separator(csv_content)
     def sanitize_cells(rows)
       rows.map do |cells|
         cells.map do |cell|
-          cell ? cell.strip : ""
+          cell ? CSVImporter.sanitize_cell(cell) : ""
         end
       end
     end