Another major food scare hits the headlines and a collective sigh of relief is heard from all of the sectors that are relatively untouched by the media frenzy and, more importantly, the financial implications.

But it could be argued that we are all touched by the fallout of such dramatic events. Reports of mountains of food being withdrawn from the shelves and warnings to consumers to bin anything from the list they have already purchased certainly act to focus the mind.

What we need to understand is how a consumer’s mind will work in the face of such compelling evidence. It has to be likely that sales of ready meals generally will fall as a result. Whether that proves temporary or long-term will depend no doubt on the marketing skills of the retailers, who will not want to lose a significant chunk of such a high-margin, and growing category.

Fresh produce probably stands to gain, if the Sudan 1 scare either drives consumers back to the kitchen or provides them with added conviction that the healthy, fresh option is the only safe option. But the vegetable processors that supplied ingredients for many of the now-banned meals, many of whom will also have fresh operations, must have mixed feelings.

There should be no hint of revelling in others’ misfortunes. This industry knows only too well that scare stories can spring from any corner, and reporting of them seldom sticks to the hard facts.

Crisis management is crucial - but wouldn’t it be better if the management could occasionally come before the crisis?