It was good to see the industry punching its weight at the National Farmers Union horticulture conference last week. Certainly it no longer gives the impression of being the Cinderella of agriculture.

For this reason the paucity of delegates - barely 100 - was a little disappointing. The fact that an attendance list, which has always been commonplace, was not available to the press or anyone else on the grounds of data protection was also something of a mystery.

Not withstanding, there was plenty to listen to and quite a few intriguing ideas such as labelling fruit and vegetables with the date they were picked rather than a sell-by date. I wonder if it might be possible to amalgamate the two.

It was also I believe, one of the few times when the value of maintaining a dialogue with non-governmental organisations was recognised. For better or worse, in a consumer society they are part of our way of life.

And this fact was credibly recognised at the event by the presence of Friends of the Earth (FoE) on the platform. It may seem a controversial viewpoint, but FoE could be just the sort of ally growers need at a time when they are battling to win some sort of parity in dealings with the all-powerful multiples, be it through a code, or charter.

There was also a great deal more plain speaking at this year’s event compared to years gone by. This was led by NFU president Tim Bennett and Graham Ward, Horticultural Board chairman who will be sadly missed when he steps down at the end of the month.

Based on covering conferences of all shapes and sizes for the last 40-plus years, I am delighted that our growers have recognised that the world does not owe them a living. They simply have to compete internationally on a playing field that will never be level.

So in the days when a mission statement hangs on every office wall the phrase: “New ways of finding a unique selling proposition... at a price that is able to sustain businesses... will be determined as much by the way fruit and vegetables are produced as by quality”, could well become the new industry maxim.

The reality of the marketplace is however more complex.

Several UK growers have already made an impact in Europe by extending their production overseas to meet the need for year-round continuity.

While Spain has been the chosen destination for many, this network, to its credit, spreads as far as Africa and the Far East.

Personally I have a feeling that the Eastern European countries will feature more prominently in the years ahead.

So the very UK industry which is fighting for a greater market share could actually be said to be competing against itself at the times of the year when home-grown and imported seasons merge.