Readers of local newspapers will have noticed an increase in the number of breaches of hygiene regulations by food outlets, hotels and restaurants in recent years. This is a serious development because it is new to the tourism industry which, until recently, was conscious of the need to provide quality of food and service for the customer. Carelessness is growing in the industry in respect of these two areas, which are vital cogs in efforts to promote Ireland abroad. We must avoid being branded with a reputation for carelessness and sloppiness.