Licensing of the logo should be available by the end of the year and it should be in use in early 2003. The logo will front a promotional package in support of the government's healthy diet campaign, and will be extended to include processed fruit and vegetables as well as fresh.

Dougs Henderson, chief executive of the Fresh Produce Consortium – which with multiple representatives has been involved in discussions as to how the joint government-industry campaign can be most effective – said the administrative arrangements were now in place.

A large dedicated team is being assembled to roll out the campaign and the fruit for schools scheme across the country. A decision has also been taken to employ a produce industry representative full-time to work alongside the DoH/NHS Purchasing and the FPC in implementing both 5-a-day and the schools initiative.

The FPC role, said Henderson, is to communicate details of the campaign to its members, including recommendations for its use and an explanation of the licensing system.

The effect of this aspect is as yet unclear, but the DoH has not ruled out the possibility that some form of charge may be involved. 'It is one of the options still under consideration,' said a spokesperson.

This element of the campaign could bypass fresh fruit and vegetables though, as the DoH would only insist on some form of control if the logo is used on canned, frozen or dried products which would logically have to comply with its healthy diet recommended actions.