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“Everyone’s scrambling to have a Plan A, Plan B, Plan C in terms of a pricing strategy.”

Bardella has steered clear of being drawn into the discussion at this stage, refusing to say whether he was National Rally's "plan B".

Or, should they proceed with plan B – that is to say, with naming 29-year-old party president Jordan Bardella as de facto the man who will run in Marine Le Pen's place?

"You always need a plan b with farming, which is a bit disappointing, as the farm's not very profitable, so we've always been ambitious in trying to do two jobs at once as a family."

“There is no Plan B. There is no other viable alternative available.”