Information taken from 1,000 top UK fresh produce companies shows that more firms than ever are losing business, and Plimsoll strongly recommends that ailing companies formulate 'battle plans' if they are to survive.

Of the companies reviewed, Plimsoll found that 195 needed to retreat in order to survive, 365 should consolidate and 191 must force home current advantages.

Comparing company directors to army generals, David Pattison, senior analyst at Plimsoll, said: 'It seems the fresh produce industry is waging a war. Every general of an army must preserve the life of the troops by recognising the signs of strategic advantage and exploiting their enemies' weaknesses.

If companies are vulnerable then they must retreat and re-group so they can fight another day.' Suggested tactics for success include cutting back on non-profit making areas, reducing debt by at least 39 per cent and if necessary, decreasing manpower by up to 18 per cent.