When it comes to negotiating sugar beet prices, the NFU can hardly be accused of lacking ambition.
The £34.50/t it is demanding for 2010 beet has certainly grabbed the headlines in recent months, representing as it does a 33% increase on this year's crop value.
The NFU argues this is necessary to give farmers the confidence to invest and ensure a long-term supply of beet for the nation's sugar factories.
Not surprisingly, British Sugar bosses disagree vehemently, pointing out that, even at this year's £26/t, they were able to secure all the beet they needed to operate at full capacity.
Of course, any price negotiation is about compromise, so aiming high and settling for something less is just normal practice. That was certainly the case last year, when beet growers demanded £30/t and settled for £26/t.
There is little doubt that BS can afford to pay more....
Parent company Associated British Food has just reported a 19% increase in revenues in the 40 weeks to 20 June, and a 21% increase for its sugar division. "Following an excellent campaign, the UK's (sugar) business has continued to perform well," said a statement.
The question BS bosses will be asking now is do they need to pay more for 2010? With cereal prices languishing in the low £90's just ahead of harvest, and oilseeds at £220/t, the answer is probably "no".
But that is a short-term view. It is one that would aggravate growers and perpetuate the current system of haggling over beet prices, with all the ill-feeling and uncertainty that entails.
The NFU is right to try and break away from this annual "bun fight" and instead develop a longer term contract, with a longer term price.
OK the £34.50/t it is after is probably unachievable. But BS does need to come back with something that looks beyond just the next 12 months.
Compromise can be reached. But it needs to be reached soon, so sugar beet growers can plan their 2009/10 cropping with a degree of certainty, and decide on their long-term commitment - or otherwise - to the crop.
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