08/03/2026
I’ll always stand up for our industry. But there are times it needs to hear some uncomfortable truths.
So here it is…
It’s time our industry woke up.
For years we’ve been trying - and failing - to take on the eco zealots and misinformed by trading statistics.
It doesn’t work. It’ll never work.
The proof?
Well, has it stopped the inaccurate headlines?
And has it stopped the government coming up with the daft ideas?
No. In fact, it’s getting worse.
The latest wheeze about ‘health warnings’ for stoves is laughable. But wholly predictable.
The problem is we continually shoot ourselves in the foot.
We try to fight our opponents on their own battleground.
And the fight is being carried out by people who seemingly don’t have a clue about PR or public affairs.
It’s time to flip the script.
It’s time to engage real professionals who know how to command attention.
How to be proactive.
How to create a narrative based on our own good news stories.
And how to fight back strategically and tactically.
I’m happy to do my bit, as evidenced by this photo.
No equivocation. No mealy-mouthed platitudes.
Just plain talking which connects to millions of people out there with stoves and open fires.
Are we going to spend the next decade being pummelled by the press? Or are we going to shape the conversation.
I know which I’d rather do.
So let’s do it.
- David Soot, founder of Mr Soot.
