The BBC’s Ben Boulos was reporting from a market hall in Birmingham when a member of the public mistook him for a greengrocer.
Boulos, wearing a high-vis vest, was live on the BBC Breakfast programme, discussing a drop in UK inflation, when the moment occurred.
From the BBC’s studio in Salford, presenter Jon Kay thanked Boulos for fitting his reporting into his “shift at the market”.
Inflation in the UK has dropped to 3.9%, according to figures from the Office for National Statistics.