Tell us something we don't know. More reports have appeared in the last couple of weeks which will strike fear into many in all sectors of the fresh-produce industry.

Plimsoll's latest offering warned us that a significant proportion of the industry isdangerously over-borrowing. And this week, The Worshipful Company of Fruiterers adds that one third of the top-fruit sector is in jeopardy unless it tightens up its practices.

No disrespect to either report is intended here, but it strikes me that if the companies involved are unaware of their predicaments, it might just be too late for them to do anything about it. There is a general acceptance that the industry will feature fewer faces in the years to come ñ we don't like it, but some weaker companies are unfortunately swimming against a very strong tide.

The problems identified in both reports are deep-rooted, inherent in this industry and most others. Relative economic stability in the UK is one thing, but making a business profitable in the 21st century quite another. The quantum leap needed to bring a traditional business in line with the ever-changing moods of today's customers is bound to prove beyond some.

The Fruiterers calls the recommendations of its commissioned researchers common sense. But since when have common sense and commercial reality made happy bedfellows?