Seventy-one per cent of the respondents to this week’s freshinfo poll said that they would like to see a central communications hub for the fresh produce industry.
Some of the comments pointed to the fact that - in the form of the FPC - the industry already has one. But the truth of the matter is that the industry in the UK as a whole has failed to attach enough importance to its representative body to enable it to fulfil this role with the 100 per cent commitment it requires.
I have made the point before that the fresh produce industry is too passive when it comes to massaging its public image. There are depressingly few companies that actively engage in activities to enhance consumer perceptions of our products. And too many campaigns are under-financed to the point that they are incapable of extricating a product from the niche market it is trying to escape.
It is not simply a question of finance, of course. The FFVIB, although eventually ill-starred, did not, in relative terms, cost a fortune operationally. It drew heavily on the commitment of a wide range of individuals to the fresh produce cause - something which is admittedly thin on the ground in the prevailing, task-led trading environment.
The industry needs to establish a network of communicators who are able to comment quickly and accurately on behalf of the industry when any situation, positive or negative, arises. The knowledge base in the industry is vast, but it is not being tapped into effectively enough.
The FPC should be the catalyst that moves this concept forward, but it cannot do it alone. It can count on the FPJ for assistance. Can it count on you?
No comments yet