Mr. Pat McCormack:

The level of fine has to affect the company, otherwise there will not be a change in practice. That is what is critical. It is the scale of the company as well as the level of offence, shall we say. Obviously, the significant offence is to sell below cost. There needs to be a margin for everybody to stay at anything they do and that is the critical issue. In the past, we have seen the liquid milk trade in a race to the bottom driven by retailers. It can become an unstoppable momentum. Mr. McDonald referred to the potato sector. It is right across the sector but there is no point in a multimillion euro company getting a €250 fine.