For the time being, producers have choices. For straw cereals, they have more than a few choices, because the companies are not really in it for the long term. However, producers have to be there for the long term and be sustainable and competitive.
For example, if a producer's wheat crop does not increase, if he has to contend with such diseases as wheat blight, if the public sector no longer invests and the crop is no longer profitable, then the producer will have to grow other crops.