What a formula for rivalry!
IT is not very often that a story I write for the Grimsby Telegraph reminds me of the high octane world of Formula One.
But that is exactly what happened last week when I found myself reporting on two separate bids to revive a famous Lincolnshire brand.
Brigg and Barton based Radley Coach Travel has bought the naming rights to the 99-year-old company, which ceased trading last month after its parent company went into administration.
Meanwhile Robert McQuillan, the owner of Appleby's Ices, re-stated his intention to start a new coach travel business from the defunct company's premises in Conisholme, and unite it with his ice cream business next door.
2 4 1 on all items on the steak and grill menu served monday to saturday
Monday - Saturday 12noon - 8pm
cheapest item credited for free
Management reserve the right to withdraw the offer at anytime.
not to be used in conjunction with anyother offer.
Contact: 01472 808799
Valid until: Saturday, June 15 2013
All of this raises the bizarre prospect of two rival coach operators both trading in the same area under the Appleby's name.
And it raises the intriguing question of which of the two businesses would be considered the "real Appleby's".
Legally there is no argument. Radley has bought the naming rights and is therefore the only company entitled to use the title Appleby's Coach Tour Holidays.
But if Mr McQuillan does get his proposed venture off the ground, would people not associate that – a company that operates from the old Conisholme premises – more closely with the Appleby's that was founded there in 1913?
The situation is very reminiscent of the legal battle fought by two rival F1 teams for the right to race under the Lotus brand.
During the 2011 season both teams used the Lotus name in their title while fighting each other in court for the exclusive rights to do so.
It was a confusing and wholly unsatisfactory scenario which was finally resolved at the end of last year, when Team Lotus changed its name to Caterham F1, paving the way for Lotus Renault GP to become Lotus F1.
It seems there was room for only one Lotus team on the grand prix track.
The question is how many Appleby's coach companies Lincolnshire's roads can accommodate?