As we prepare for the conference next week, there is little doubting what the industry is most concerned about. Cash - or these days lack of it - has never been such a burning problem for the fresh produce sector.

Whether it is packhouses that cannot keep up with labour costs; banana firms that cannot afford licences; or industry stalwarts predicting a drop in quality standards, if the downward price spiral is not halted, it seems that most ways we turn we see financial difficulties and added pressure.

It is easy to lose sight of the opportunities that are out there in times of struggle. But, whether they seem out of reach for many or not, no-one is going to convince me that these opportunities do not exist.

Journal readers have experience of hanging in there when the going gets tough. This is one of those periods. The retail cycle has hit a particularly rough patch for suppliers - but let’s be clear, it cannot and will not continue like this forever. Suppliers that ride out the bumps and maintain their service levels and, to whatever extent possible, their customer base, will enjoy the benefits in the years to come.

And those that are brave enough to look outside their restrictive boxes for alternative customer routes will more than likely reach the promised land even more quickly. See you at Re:fresh.

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