CLAIMS by Farmer Power that it has triggered the ACCC investigation into the alleged bullying of suppliers by supermarkets is ambitious.
To claim such a win overlooks the hard work many individuals and existing lobby groups have made to draw this issue to the fore over many years.
Farmer Power consists of business people under immense pressure who want their issues recognised, so good luck to them.
But in the scramble to be heard and seen as a legitimate lobby group, it should be cautious not to crow too quickly.
Where the investigation leads remains to be seen but there is tendency among some producers to think it won't be far enough.
The investigation is a good move and let's hope it produces a fairer domestic market for producers.
But while the powerful duopoly is allowed to persist, it is likely to still have the upper hand over small suppliers if they have limited avenues to sell their fresh produce.
Victorian Agriculture Minister Peter Walsh has previously told Stateside he believes the best way to beat the supermarket stranglehold is to build new export markets.
This week he and 75 Victorian food, beverage and agribusiness companies are in the Middle East, pressing the flesh and making the kind of connections they hope will lead to lucrative deals.
For many businesses on the trip, Middle Eastern opportunities are not entirely new.
But the support of government ministers carries a lot of weight in that part of the world.
Having a minister present makes all the difference to getting a foot, and hopefully shiploads of high-quality Aussie produce, in the door.
For the busy Agriculture and Water Minister such a trip may be vitally important but while he's away, work mounts up at home.
"There is just so much to be done before and after," he said.
"But the opportunities in the Middle East for Victorian meat, dairy and grain products are huge - so is the competition - we've got to be in there."
These are the type of proactive, assertive efforts food producers need more of.
Let's hope they lead to more competition for our farm-gate produce so our dairy farmers, and all primary producers alike, are paid higher prices.