While VAT questions can often be complicated and awkward, the case for reducing VAT on fruit juice is a practical and direct one ('Innocent mounts new push for lower VAT on fruit juices', The Grocer, 7 July,p6). At present, a glass of fruit juice carries VAT even though it counts towards the recommended five portions of fruit and vegetables we should all consume each day. Government health policies and tax policies are in conflict with each other and we think they should be aligned. In the case of fruit juice, this would make a real difference.  Only 30% of consumers actually consume five portions of fruit and vegetables daily, but 71% of consumers are aware they should. The problem is therefore not a lack of awareness, but a lack of willingness. We don't need another PR campaign but action on price. And it is clear that high, and rising, prices are a deterrent to consumers. Take economy orange juice, for example. Its retail price has risen by up to 26% since January and its consumption has fallen by 24% in the same period.  This effect is happening across the whole range of fruit juices, but it is most pronounced in the economy ranges - those juices that are purchased by consumers least likely to meet the 5-a-day target. Reducing the VAT on fruit juices would be a public health measure targeted at the consumers most in need of help. There is a growing coalition of fruit-juice packers, retailers and politicians behind this proposal. We now hope the government will start listening.