I wonder what consumers really think about the often-publicised relationships between growers and their multiple customers.

On the evidence provided from time to time by both when various exposées come up in the national media, it must be hard to decide who are the saints and who are the sinners.

On one hand producers who are prepared to speak publicly, if not always biting the hands that feed them, are still fighting their corner even if most prefer to keep silent for fear of the damage to their retail relationship.

However there is no argument over what has been happening inside the farm gate.

Margins have been squeezed because of the constant demand for special offers, new products and packaging, all of which often require substantial investment to keep going. It is a similar story along the distribution chain, where retailers have even taken control of some of the services such as transport.

The financial pressure has been further compounded by suppliers also being expected to often make substantial promotional contributions over which they have no control.

Most recently, and something which can be expected to preoccupy many companies over the next twelve months, is the trend towards more direct retail contact with farms and nurseries.

The counterbalancing retail response to these concerns is not new, namely the need to provide customers with quality fresh produce. The reality is that value for money is seen as the best way to keep the footfall coming through the doorway, even though this may be somewhat disguised.

The latest Kantar supermarket share data shows the market is as competitive as ever, with Asda and Sainsbury’s fighting hard for second place and The Co-operative now a major player as the fifth biggest retailer. What it all underlines is that the race is still very much on, with every retailer hoping to win, or at least maintain their share.

Evidence to support this comes from one piece of information I picked up recently. Apparently over the last two years, Tesco, Sainsbury’s, Asda and Morrisons between them have been opening a new branch at the rate of one a day, enhancing the view of many pundits that saturation point cannot not be far away and may have even been reached.

What is certain, as 2011 dawns, is the fact that the claims and counterclaims will continue to become louder and longer, while beneath the surface relationships will become more intense. The battle ground, unfortunately, can only be expected to get bloodier.