Achieving net zero is a considerable challenge for energy-intensive industries like ceramics, given the twin requirements of decarbonising without reducing international competitiveness. However, it is a challenge the sector can and will rise to, provided the UK puts supportive policies in place. Are the Government prepared to work actively with the ceramics industry, like Churchill China and Steelite, to help incentivise decarbonisation without, critically, undermining its international competitiveness?