It might not have been to everyone’s taste, but Ian Mitchell was spot on with his forthright comments at Tuesday’s launch of the English apple season (p4).

He did not single out any supermarket for either praise or admonishment, but left buyers in no doubt that the industry knows exactly where the secret of its ultimate success or failure lies.

There is an undercurrent of cautious optimism at the grower end of the supply chain, as the relatively balanced market (p22) and a domestic crop that is picking at levels moderately below initial forecasts point to a year devoid of last year’s oversupply issues.

The caution remains of course because however much the supermarket chains pledge their support for English fruit, a grower is only as good as his retail buyer’s last price point. That realisation should not be seen by any individual retailer as an affront; dialogue such as that initiated by Mitchell surely has a part to play in any mature trade sector.

The fact that it is discouraged does no-one any favours. Business is about working hard, creating fruitful relationships, producing the goods and making a profit.

As an aside, it could be seen as a tad unfortunate - I couldn’t possibly say ironic - that above the UnderGlobe in the magnificent open-air theatre, the play being acted out was A Comedy of Errors. Let the drama unfold.