According to the latest edition of the Belrose-published report, although growers have improved worker safety, become more protective of the environment, more wary with water use and reduced chemical use, they need to tell the world about their achievements.

'A term like integrated pest management focuses attention on what the producer does with chemicals, materials, work and systems,' finds the report. But such terms exclude the consumer. 'It is only if the consumer is reassured and is assured by all this effort, that it becomes worthwhile,' it continues.

'The industry needs to call these initiatives what they really are, namely consumer assurance programmes. In this way it can get credit for the progress it has made and will continue to make in assuring consumers of the products they desire.' The report's author calls on all the elements in the supply chain to look towards their markets worldwide rather than merely inwards at their own operations and find new words to describe this.

These findings appear to back the naming of the assured produce scheme in the UK which is symbolised by the use of the two-year-old little red tractor logo developed by the National Farmers' Union and used on fresh and other farm produce grown and reared in the UK.

'The industry has been doing the right things to win over consumers,' concludes the report. 'Now they need to tell their story better.'

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