In the penultimate online poll of last year and in the leader of December 8, 2006 we - and the FPC - asked whether the UK industry should start shouting about its achievements in maintaining low pesticide residues. The answer, according to 80 per cent of poll respondents, is yes.

Reading this month’s issue of the World Apple Report (see story on page 4) it seems that we are not alone in thinking that, as an industry, fresh produce needs to act now. We need to have all the right information at our fingertips to defend our industry when it comes under attack from NGOs or others with environmental axes to grind. But more than that, the fresh produce industry needs to be proactive and make sure a positive image of its squeaky clean credentials is out there.

This has never been more urgent. Misconceptions abound. The issue of food miles was raised once again this week at the Oxford Farming Conference. And soon afterwards came a deluge of comments on the BBC News website from consumers seriously believing that capsicum is routinely flown half-way round the world for our consumption.

The UK fresh produce industry has been exemplary on food safety, and Eat in Colour has now launched so the FPC could be turning its attention elsewhere. What are you waiting for?