So, what are they saying for 2011? Will it be good news for the beverage (and perhaps the ice cream) industry? Well, the news, depending on who you listen to, is a bit like the weather. Mixed. The Telegraph said Britain faces a ‘brolly and sunblock’ summer with June thunderstorms threatening Wimbledon and Glastonbury, followed by a mixed July and scorching August, whereas ITV said We’re in line for long spells of rain, unsettled weather with around average temperatures.
It’s notoriously difficult to predict weather in the long-term, and there is what seems like an argument running in weather circles about how good a forecast Positive Weather Solutions can give, but the truth of what it said in its forecast is probably more akin to a combination of the headlines above.
Read into that what you will. On balance, I guess it’s a positive picture for the industry if August turns better than average for the holiday period.
Dr Ric Horobin is water & environment director at Zenith International. You can contact him here or view his FoodBev.com profile here.
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