On today's front page, we officially announce a new event for the entire UK fresh produce industry. As well as being an exciting development for the Fresh Produce Journal, in my view it is long overdue ñ both for us and for the industry.

The perceived importance of pan-industry conferences has dwindled in recent times, in part due to the fact that workloads have got heavier. This has also happened though because many companies and the individuals within them have become more insular and focus on fewer customers.

Knowledge continues to be power, however, and it never hurts to know what is happening outside of your company's bubble. In fact, a number of firms have without doubt had their bubble burst in spectacular fashion by taking their eyes off the outside world.

What you hear, see and participate in at Re:fresh 2004 might not change your attitude overnight, it might not instantly add hundreds of thousands of pounds a year to your bottom line. But equally, it might do exactly that.

In the next few weeks, we will unveil a programme that includes some of the top names in the industry ñ high-fliers that it makes sense to listen to. You will not agree with everything they have to say, but you will leave the conference with your knowledge enhanced.

The link-up with the FPC and Highbury-Nexus Media provides the industry with an ideal platform from which to communicate throughout the supply chain. Integration has been a key element of fresh produce for a number of years ñ here is your chance to participate in the first, truly integrated conference aimed at the industry in the UK. l