It’s always important to look at any situation in the correct context, as the differing perspectives on this English apple season illustrate on page 1.

While it is almost certainly right to assert that the food miles and carbon footprint issues are having an effect on sales of home-grown produce - in this case apples - as usual, with fresh produce there is far more to the overall picture than might initially meet the eye.

Too often, when good seasons follow bad, they are held up as an example of unadulterated success and a signal of more to come. Too often, when harsh reality bites, the well-intentioned and no doubt well-researched words assume the depressingly hollow ring of hindsight.

It is to be hoped - for the sake of English apple growers at least - that the horrendous mess of late 2005 is not to be repeated and that growers and marketers around the globe have learned a few lessons. The UK public may well flock to buy more domestic apples - but they can only buy what is on the shelf. Another season of glut would soon rearrange their shopping habits.

• All FPJ subscribers will this week also receive, separately, a copy of the first issue of a new publication in our stable. Commercial Grower is our weekly offering to UK fresh produce growers and you will receive a free copy for the next four weeks. We hope you find it an informative read.