ON the letters page today, councillor Richard Udall adroitly defends his campaign to encourage ice cream makers to create a county flavour and also to establish a Worcester Ice Cream festival.

As he rightly points out, there is some concern over the future of the dairy industry.

And as a Labour spokesman for rural affairs for some 10 years, he has more of an insight than most into how matters could be improved.

Sales of ice cream are growing every year by more than three per cent and he argues the industry has saved many farmers from ruin.

On top of that we have some excellent ice-cream producers on our doorstep.

If it brings visitors to the city and helps promote local producers, then why not?

As the city’s popular food festival has proved, there is a market to celebrate and enjoy culinary delights.

We need more people like Cllr Udall coming up with positive ideas and provoking debate.

It doesn’t all have to be doom and gloom.

We’re licking our lips at the prospect of Cllr Udall’s proposal coming to fruition.