When a prospective client phones AllClear, he or she is bombarded with a series of questions: what type of fish do they have; what is the volume of water; how much water do they use; what filters do they use; have they used a purifier before; do they have any fish health problems?

"It is as important to know they don't have fish health problems when looking at prevention, as it is to know there are fish problems when looking at a cure. For instance, the fish-keeper may live in an area where pesticides and metals are very low but where chloramine and free chlorine need to be kept down to prevent gill damage. If your koi have gill damage then there is also an invasion site for parasites and bacteria. We cover everything from prevention to radical intervention when treating tap water."

Although AllClear doesn't give advice on fish health - "we are not qualified to do so" - Ann says: "It's important to know what, if any, problems are present, for there are specific illnesses which can be related to specific substances in tap water, such as metals attacking the skin and scales leading to small wounds. Health problems can be a key indicator of something quite wrong with the water."

One thing that every caller is asked to do is obtain a free drinking water report by ringing the number on their water bill. AllClear will then conduct a free analysis of that report for fish needs before recommending a particular course of action.

The full written analysis of the water report also includes advice on how long purification media will be effective for a particular type of tap water. "We want their fish to receive the water that is right for them. We don't want it to be under-treated, over-treated or incorrectly treated."

"AllClear", stressed Ann, "is not a hard-sales company and we don't chase people. Lots of callers will want to go away and think about what we've said or recommended. We feel that people have the right to gain information and then use it appropriately."

AllClear receives enquiries from all over the world - Saudi Arabia, South Africa, Malaysia, Malta and Spain. "We also have a presence in fish farming and a growing presence in the aquarium industry. There's a lot more to AllClear than just the little stand at koi shows."

The future for AllClear seems rosy. "We've had a record International, National, local shows, quarter and half year, so we must be doing something right."