Listening to Sainsbury’s chief Mike Coupe suggest that the proposed merger with Asda will give the new business the buying power to negotiate better deals, and cut prices by 10%, it is hard not to be concerned that ultimately it is the likes of farmers who will pay the price.

The proposed deal would create the UK’s largest supermarket business, with a market share of 31.4%, significantly ahead of its next big rival, Tesco at 27.6%.