The US was the inspiration behind the 5-a-day movement, but anyone looking for a sound argument for the 5-a-day cause in the UK would be hugely disappointed by the reality in America.

5-a-day took off in 1991, when Produce for Better Health (PBH) was formed, with enormous input from the Produce Marketing Association. It has achieved many things, but unfortunately, to date, improving the diet, and therefore health, of the US nation is not one of them.

Consumption per capita sits at around three portions a day, which is better than the UK. But in the period 5-a-day has been running, the American nation has expanded, literally, and extremely rapidly.

Undeterred by the lack of practical success, the PBH is buoyed by the likely raising of the bar by the US government, which is expected to increase its recommended daily intake from 5-9 to 9-13 portions. Aiming high does not harm anyone. The failure of the population to understand or act on the straightforward marketing and merchandising approach of the US industry speaks volumes for the power of the competition though.

The UK is heading for similar waters, but we have arguably a better chance of stemming the tide before it reaches tidal wave proportions.

Perseverance is a great weapon. Our products are the healthiest part of the nation’s diet - that much is incontrovertible. But very few fresh produce companies have so far backed the 5-a-day initiative in a meaningful way. If we don’t show we believe, why would the consumer?

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