I get the feeling that, while the fresh produce aisles of the major supermarkets represents the majority of shoppers’ engagement with fruit and vegetables, consumers are still very tempted to buy elsewhere.

There is more to it than convenience, special offers and the mix of cheap lines or often elaborate packaging.

There may not be as many butchers, bakers, greengrocers and not forgetting the candlestick makers left on the block, but other alternatives are now firmly established.

The classic case remaining are street markets, whose traders can often trace their own history back generations and have been seemingly untouched by the wars that have decimated the high street.

But a similar awareness has emerged over a shorter time through the growth of farmers’ markets. Research shows while their numbers may have dipped at the end of the last decade, business is now booming with more than 800 often trading year round.

There are now over 4,000 farm shops “that have also become integrated into the retail scene, many having a reputation which would do credit to Harrods Food Hall.

Add to this pick-your-own, where crops have been extended far beyond summer soft fruit. For example, my local site, which already grows plums, pears and cherries, has the long-term confidence this winter to plant more apple orchards.

Add on home delivery box schemes and collectively, these outlets represent a very healthy £2.5 billion-worth of sales. These include meat, dairy, bakery and even fish, but fruit and vegetables still account for a substantial percentage.

So it is reasonable to consider why these various outlets have proved to be success stories.

Admittedly, many are promoted locally but certainly not funded by the sort of budgets that are proportionately spent by the multiple chains. Others have simply relied on word of mouth to bring in customers.

Pricing structures may be higher, and the range of fruit and vegetables far less. So to quote the pundits, it must be must be because descriptions like “local, seasonal and fresh” are working their magic.

Additionally, the increased public interest in home growing has sharpened consumer appreciation.

All these factors obviously play a part, but I have another suggestion. Namely that simply shopping at such outlets is regarded as a pleasure rather than simply a chore because of the personal service coloured by the hustle and bustle of less clinical surroundings.

They may not always be cheap but they are cheerful, and shoppers are prepared to pay for the privilege. And this is a perception that often money and marketing cannot buy.