Sir; As a worker within the meat industry and a consumer, I share with so many the concern about the media coverage for FMD. Night after night burning pyres, JCBs with hanging carcasses. This terrible disease has translated (incorrectly) from an animal welfare issue into a food safety scare. Week after week we read about what the industry is doing to eradicate the disease on the farm, and how the government is working on opening export markets. But what about consumption? At a dinner party last weekend three people opted not to eat the meat I served on the basis of their understanding of FMD. Recent Taylor Nelson Sofres data has indicated consumption of protein meats is down and that the average age of meat purchasers since the outbreak has risen. Clear signs that younger consumers have migrated to other meal solutions. Retailer shelves are full of reduced-to-clear beef, pork and lamb. What we need as an industry is proactive measures to promote meat. Not through devaluing pricing policies but emphasising that meat is "good for wellbeing" and an "essential part of the diet". I for one don't want any more spin about country of origin, retailers defending lump sum payments or opening export markets when we're not addressing the home consumer and how to restore confidence. The need for product promotion is a question relating to all meat, not just home produced. Can we expect or believe the various home producers, marketing agencies and importers will combine efforts to develop protein sales across the board? Surely a share of a large cake has to be better for everyone than fighting for a shrinking one. Name and address supplied {{LETTERS }}