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So, basically in a post-Brexit world, if there is a glut of parsnips *all* of us in the UK food industry need to work together to inspire shoppers to buy & consumers to eat parsnips ... and not just with the blunt mechanic of price, or too much "wonky veg" syrupy goodness. That way everyone can win. If you take the view that marketing means we should only sell what the shopper wants to buy, then we can argue our shoppers are increasingly buying inspiration. Parsnip hash browns? Parsnip cupcakes? Curried parsnip mash? Sell it to me ...