It was pointed out to me last week that the fresh produce industry has had very little input into the government's public genetic modification debate that has just finished its tour of the country.

This is one occasion when on reflection I believe that the best policy is to sit tight and wait. Fresh produce ñ in particular tomatoes ñ was unfairly singled out as a target when the GM storm first broke over these shores. Despite the fact that genetically modified fruit and vegetables have never been available in this country, a large number of consumers now believe that they had been eating GM tomatoes before the moratorium was imposed.

Consumers are fickle in some ways, but the perceptions that they hold are harder to eliminate than foster. Especially when they have been driven by lengthy and often erroneous coverage in all sections of the media.

Keeping a watching brief is a habit of the produce industry that I have often criticised, but GM is such a contentious and misunderstood issue, its ëhandle with care' label must surely be observed.

The flipside of course is that as the debate moves onwards, this industry needs to be prepared at all times to participate fully. There are no doubt very few people reading this column who are conversant with the latest GM party line. It could become very important to your business and customers will continue to ask questions that need cogent responses.

• I hope you all take the opportunity to visit the new and improved freshinfo.com on Monday. You will not be disappointed.

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