British growers and farmers have long complained about the lack of a level playing field when it comes to competing with continental rivals.

So they probably won’t be thrilled to hear that French growers are being bailed out to the tune of millions of euros (p4) by the nation’s government.

The thought of the government in the UK being so concerned by growers’ plights that they are willing to prop them up to keep them from going bust seems deeply rooted in fantasy.

But I’m not sure that many people, even within the industry, would be in favour anyway. In many ways it seems a very temporary solution that won’t do any long-term favours to businesses that are set up in an unprofitable way.

Yes, these are incredibly tough times, yet most fresh produce people I speak to say the best companies will survive and evolve to meet the challenges. Those that are not so well run may fall by the wayside.

French growers have been complaining vociferously about the impact of cheap imports, but as part of an open and free market they can’t expect the government to keep reaching into its pocket. It won’t stop retailers buying from Spain or elsewhere.

Instead, much like the drive for British here, they should focus on the high quality, taste and provenance of French produce. It is a message that would surely resonate with a loyal shopping public.

It’s tough out there, but shoppers and retailers are receptive to the home-grown message.