The threat of a trade war still hovers ominously over the bacon and pork markets. At the risk of inciting the crackpot fringe within British farming to send me more malicious e-mails, we believe serious implications remain for all pigmeat sales posed by the controversial opening shot in the MLC's new campaign. Having said that, it's appropriate to repeat that, in questioning the wisdom of the hardline ad which launched the £4.3m drive, we are not seeking to dismiss the serious plight facing the British pig industry. Indeed, I would argue that this magazine has been more supportive of UK agriculture during the farm crisis than some journals more traditionally associated with the sector. And for the benefit of producers who have attacked our stance, we've no problem with MLC proudly telling shoppers of the massive investments made in animal welfare by British farmers. It's all a question of approach. So, to repeat, we did not state the entire campaign is inflammatory, as the MLC marketing director suggests in his letter to me this week, just the opening thrust. Our concern centres on the likely effect the "thought provoking" ad could have on consumer buying patterns. MLC says animal welfare issues are relevant to many British consumers these days. True. But I recall an occasion when militant farmers displayed a sow in a cramped pen outside a supermarket to highlight the activities of certain overseas producers. The result? Bacon and pork sales decimated as shoppers shuddered and turned away from all pork products, irrespective of country of origin. But, quite apart from the view expressed in these columns, the ad has provoked fierce exchanges across the international agrifood community, not to mention bringing strong criticism from the multiples. We urge overseas players not to retaliate in kind. But if my voice mail is anything to go by, some militant fringes of the home industry might be tempted to capitalise on the controversy and use French-style tactics to target foreign suppliers. If that happens, all sides can kiss goodbye to an already shaky market. Clive Beddall, Editor {{OPINION }}

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