It will be a long time before some confused consumers forget the images of the flaming animal pyres, and finally discard their misguided concerns about the farm and food industry and, more importantly, the safety of some of its major products. For despite claims of press sensationalism, the smouldering pyres remain a stark reality, and a sinister symbol of the most devastating animal welfare issue ever to hit British farming. Add this week's debate about animal vaccination and the overtones about "threats" to human health, and you have the full scenario which is breeding consumer doubts. Yet, worryingly, as recent surveys graphically illustrate, there are even hints that some cynics might be perceiving the FMD crisis to be a human health issue which is being obscured by powerful political and agrifood forces. For it's not just the man on the Clapham omnibus who is again asking questions about the safety of his food. Judging by my e-mails, other previously serious-minded shoppers are joining the ranks of worried consumers after a nine-week bombardment of burning animal images right after the continental BSE débâcle. The government PR machine has failed to deliver a strong enough safety assurance message. As we suggested earlier in the crisis, any reassuring, scientifically based ministry statements have all too often been drowned by a barrage of opportunist pre-election rhetoric. And, sadly, it appears that the responsible utterances of the Food Standards Agency, a body set up partly to give independent food safety assurances, have often been ignored by much of the doommongering media. Authoritative, unequivocal reassurances to doubting UK shoppers and overseas buyers, especially given this week's headline-making dialogue surrounding the vaccination of dairy cattle, must be given top priority. The food industry is already working with government on strategies to revive consumer confidence on international markets, but the FSA must play the prominent role at home in projecting the safety message. Clive Beddall, Editor {{OPINION }}