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It was the news that frozen chickens are to be ‘tagged’ to prevent theft that finally made me realise the world had turned completely on its head. In Eastbourne, for goodness’ sake, the retirement capital of England, Sainsbury’s is to tag the legs of both its value and top of the range chickens. Why anyone would consider taking a value frozen chicken (or more pertinently, how?) is anyone’s guess. But to blame stealing chickens on the downturn in the economy simply takes the biscuit.

The national media has to take some responsibility for the current economic situation, though locally the feeling is much more upbeat, with recent articles from local surveyors emphasising the region’s positivity.

The backlash has started already. The BBC came under fire recently, with people in the property industry saying that if the corporation had not constantly reported the slow down in the housing market, then the slow down would have been much more gradual. As it was, every hour, on the hour, for what seemed like months, the minutiae of the dire state of the world’s financial markets was publicised, and inevitably it became, as we all knew it would, a self-fulfilling prophecy.

Time and again I have heard those in business say that the ‘credit crunch’ is an invention of the media. This time last year, the term ‘credit crunch’ was unknown. Neither did anyone know or care what a ‘sub-prime’ lender was, or the state of the housing market in America. Now every conversation alludes to the price of fuel, that dreadful word, ‘stagflation’, or the fact that the buy to let mortgage has all but disappeared.

The memory of Northern Rock investors queuing round the block to take out their savings last autumn has faded a little, as other banks announce their own bad news, with many having simply ceased lending altogether. The last of the 100% mortgages ended two months ago. The professional property developer is facing some lean times ahead as lenders pulled the plug some time ago on the ‘back-to-back’ remortgage which funded so much of the buy to let and commercial markets.

The question we are all considering is what we can do to ensure we survive the present financial squeeze. Those businesses grounded on a firm foundation, which retain and nurture their most important assets, that is, their staff and clients, clearly stand the best chance of survival. Those out for a quick profit could lose their shirts, whilst businesses with the long term strategies will survive, emerging stronger and fitter.

The pursuit of excellence was never more important, both in business and personally. There is still a market out there to be tapped and those firms able to adapt to the conditions will be kept busy. By consolidating the services we offer, by giving added-value to clients, we will strengthen our position in the market place and the community. Those firms able to make the most of every opportunity and which always deliver a superlative service at a realistic price can expect to live to tell the tale.

For further information please contact Julia Ludlow at Bright solicitors on 01752 764848 or email: julia.ludlow@brightllp.co.uk