WE have a sprinkling of all seven deadly sins in York. Anger and envy, lust and sloth, gluttony and covetousness: examples of each are published in the pages of this newspaper. Collectively, however, we are most guilty of number one on the list. Pride.

Yet our pride is less sinful, more civic. It is not about selfish conceit, but selfless celebration. Residents cherish their unique and remarkable city.

Most residents, that is. For every group which campaigns on issues such as Coppergate, the green belt and Minster charges, there are troublemakers who show a complete lack of respect for York. Their shameful behaviour often obscures the pride the rest of us take in this city.

Now the city council is attempting to turn that around. The York Pride initiative is about taking the city back from the litter louts, the vandals and the foul-mouthed few, and giving it back to the rest of us.

Sensibly, it began with a street-cleaning crusade. The better York looks, the greater our sense of pride.

Part two of the campaign was launched today. York Business Pride takes the idea out of the council offices and into the commercial sector.

Some will argue that this is a waste of time, that businesses are only interested in profit. That might be true of a minority, but most recognise that they have a duty to their environment too.

Many traders are also local residents, after all. And as our own Proud To Be York campaign proved, there are plenty of firms doing their bit for their city.

York Business Pride should be all about praising businesses which go that extra mile, and encouraging the others to follow their example. We hope companies big and small get on board. It would be a sin to do otherwise.

Updated: 12:02 Tuesday, November 04, 2003