I don’t watch soap operas anymore - in fact it’s one of my finest achievements of recent years to gradually wean my wife off her daily dose of all-things soap -Australian, English or God forbid, otherwise.

Now my actions have been put into their true light. It wasn’t that I wanted to watch sport, any kind of sport, on the other side, but the fact that I was disgusted with the lack of on-screen fresh produce representation. Eat in Colour, I salute you - if year two of the campaign can just keep coming up with these gems, we’ll all be happy.

Talking of soap operas, it probably hasn’t escaped anyone’s attention that we are working in an industry that could quite plausibly pass for one of TV’s more macabre offerings. The Alan Bradleys of the supermarket world continue to beat up the Rita Faircloughs along the supply chain (apologies to any reader who didn’t watch Coronation Street in the mid-1980s).

This week, one supplier described the manner of the supplier rationalisation process that continues apace as “an absolute disgrace”. He hopes people will tell the Competition Commission. Other people. Another said he hopes the FPJ isn’t turning into “the Sun of the fresh produce industry”, for daring to mention unpalatable truths.

Both from multi-million pound companies, they are scared rigid of their retail customers. TV viewers would laugh at a script this far-fetched.