The news this week that the London Organising Committee of the Olympic Games’ Food Vision report has neglected the fresh produce giant on its doorstep (p5) is a big letdown for an industry that is trying hard to get on board and make the most of the event.

London is on the home straight towards the creation of a memorable 2012 Olympic and Paralympic Games, which will represent one of the most unique opportunities that UK businesses - and the fresh produce industry - has seen in a long time. Millions of people will descend on the capital for the Games - all needing to be fed - and once the Olympics have been and gone, it is hoped that the regenerated part of east London will make up a brand-new community and become a hub for restaurants, bars and cafes.

So it is galling that in all the 42 pages of the food-related report, one of the largest wholesale fresh produce markets in the UK that turns over £500 million a year did not even get a mention.

And the announcement that the committee is aspiring to get organic produce to make up the 330-plus tonnes that will be required risks excluding the conventional offer presented by the vast majority of the UK produce industry for no good reason.

But it is not too late to turn the situation around and the important thing, for now, is for the fresh produce industry to make sure it is seen and heard as the Olympic organising bodies turn their proposals into plans.