In a time of emergency, people need clarity from their leaders.
Yesterday afternoon, the industry was left reeling from a lack of clarity from prime minister Boris Johnson's emergency Downing Street briefing.
How can you tell the nation not to use pubs and restaurants, but not close us so we can claim insurance, you asked? What's the point in opening if we have no customers?
A clear voice cut through from UKHospitality chief executive Kate Nicholls. "This is catastrophic for business and jobs," she said. "The government has effectively shut the hospitality industry without any support."
She called for "immediate and far-reaching support from the government, and meaningful business continuity measures".
The clearest message yet came from restaurateur Gary Usher.
"I haven't opened six restaurants to watch six restaurants close down and never open again," he said. "The future holds no certainty – that is one of very few facts. Another fact is you will have to drag my stubborn corpse out of Sticky Walnut before someone tries to take Elite Bistros from me. We will come out stronger."
While it's hurting now, the industry will fight on, and you will have The Caterer in your corner, providing another calm voice in these troubling times.
The team has been working hard to give you the best advice to protect your business, to help you find a route forward and to give you clarity when you need it most.
We will continue to highlight best practice as well as being a portal for information on maintaining cash flow, managing costs, reassuring guests and employees and working with suppliers to see you through.
We too, like every business, are affected by the situation we're in and have been creating contingency plans for many of the services and events we run in order to continue to best support this brilliant industry.
Plans will change and we will keep you posted. In the meantime, let us know how we can help you and if we don't have the answer, we'll find someone who does.
Together we'll fight on and, as Gary Usher says, come out stronger.