accept

Daniel Thompson, managing director at KFR, said: "We've just got to get our message out there. The reuse sector is growing, is rapidly more accepted into society."

“That is a risk we accept. We do fail … a lot.”

He made his first public appearance last week when he announced that he had accepted a Commonwealth appointment to help mediate in Tanzania's post-election unrest.

"When we provide Swedish development aid, we also expect these countries to cooperate with us and accept their own citizens," he said.

Others appeared to accept their fate: "I am sure we will get used to it but it is not intuitive at all."