Mixed messages give the wrong impression
During the run-up to the last General Election, at a point when it seemed Labour resolve was floundering, Tony Blair issued a rallying statement to his colleagues. Stay on message, he said. The implication was clear. Clear communication with a consistent message would win the day.
As time was to prove, he was right. It's a pity, therefore, that in its penultimate year of power and with another General Election looming, the messages coming out of Government are anything but clear as far as the hospitality industry is concerned.
Take the NHS and the ongoing saga of hospital food as an example. The Government has put hospital food higher on the political agenda than any other government by bringing in television personality Loyd Grossman to give it an overhaul. Cynics might dismiss the move as a publicity stunt, but the message that feeding in hospitals is important is clear and to be welcomed.
Equally welcome and clear was the message to delegates at the Hospital Caterers' Conference in Newcastle last week that 70% of recipients of the recipes devised by the Grossman team thought the new food was good or excellent.
What a shame, therefore, that health minister John Denham, who should have given the Government's view on NHS catering at the conference, pulled out from speaking to hospital caterers at the last minute. Health secretary Alan Milburn, who was close by speaking at another gathering, did not visit the conference either.
What kind of message does that give to the industry? Clearly the answer is a mixed one. Hospital food is important, but not so important that a government minister can't find something more pressing to do than spend time with those who have to implement the policies.
This is not the first time during this Government's term that the industry has received such a snub.
Twice the Joint Hospitality Industry Congress was let down by a minister failing to turn up for its event. Culture secretary Chris Smith was due to address the conference last year but withdrew because of other commitments (Caterer, 13 July 2000, page 14).
In 1998 a similar thing occurred when Chancellor of the Exchequer Gordon Brown cancelled his speech to the conference at the last minute (Caterer, 9 July 1998, page 8).
It's tempting to be churlish back. But there's little to gain in aping mixed messages and everything to gain in staying on message. In spite of the ups and downs of the past few weeks there has never been a better time for the industry to air its grievances and demand greater recognition. Foot-and-mouth may have taken its toll, but the ensuing publicity has at last given hospitality centre stage.
Whether it be through a call for more money for hospital food, or asking for a minister for tourism with more clout than that commanded by a Parliamentary Under Secretary of State for the next parliamentary term, then this is the time to keep the pressure up.
That's one message that should be clear enough.
Jenny Webster, Deputy Editor, Caterer & Hotelkeeper
