This week's swine flu "crisis" is a mixed blessing for British pig producers.
Of course there is enormous frustration that the term "swine flu" is being used at all, especially when the virus has never been found in pigs and is very much a human condition.
The NFU has suggested "Mexican flu" would be a more appropriate term - which might help the public image of pigs, but wouldn't do much for Mexicans.
But whatever its name - and let's face it, swine flu is going to stick - the concern for farmers is what effect it will have on the market.
Already there are some onerous signs. Several countries have imposed import bans on Mexican and North American pigmeat, interrupting trade flows and creating a perception that there is somehow a link between eating pork and catching the flu.
News that Egypt is to slaughter 300,000 pigs, ostensibly to "quell any panic", can only exacerbate this fear.
On the back of this, it is little surprise that US hog futures markets have slumped by 10% this week, and news that Italian wholesale pork prices are down 25% brings the whole thing closer to home.
So what's the good news?.....
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