HE has been described as "the most hated man in France".
But South Yorkshire bakery boss John Foster is rising to the challenge - and exporting baguettes to the French by the lorry load.
Fosters Bakery in Staincross, Barnsley, has developed a long-life version of the classic French baguette for France's railway operators.
French local law forbids the use of fat in baguettes which is key to the long-life process, but competitors from elsewhere in the European Union can sidestep the ban under EU legislation.
So John has used the legal loophole to beat boulangers to a contract supplying the long loaves to the whole of the French railway system.
Now his Barnsley bakery is also challenging the brioche market in France, using the same method.
John said: "Their own bakers could give them a good product, but it didn't fit the railway's needs.
"Because traditional French baguettes simply went stale too quickly, they were inedible by the end of long journeys.
"In Yorkshire we have a tradition of giving customers what they want. They asked for baguettes which don't go stale and we said yes, we can do them. We got the contract and now we're shipping the stuff out by the wagon-load."
The triumph has earned managing director John the French media title of "most hated man in France."
He says he was shocked by the French reaction to his baguette deal.
"It was unbelievable," he said. "I was described as France's most hated man. I thought, 'Oh no, I love France and go there every year for my holidays!'."
It's not just the French export market Fosters Bakery is targeting.
John now has Spain in his sights - where he hopes to introduce a round football roll ready for the anticipated wave of enthusiasm for Euro 2008.
Here are Barnsley:
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