Now there’s a headline I thought I’d never have to write. But, if you are one of the Doubting Thomases who thought the 5-a-day campaign was going nowhere fast, events of the past week should convince you otherwise.

A minimum of two years worth of multi-channel TV exposure for this industry’s products is priceless. Quite literally in fact - there is no price attached as the government has somehow negotiated a free airing for its series of ads to improve the health of our increasingly unhealthy nation.

Our freshinfo poll last month illustrated the depth of commitment within the trade to the 5-a-day cause. Nearly 90 per cent said they would actively support a national 5-a-day campaign.

Now’s the time. Of course, some organisations will choose to pursue their own methods of conveying the message. But only fools would be blind to the potential commercial benefits of standing shoulder to shoulder with the government on this occasion.

TV watching is the number one leisure pastime of the UK consumer. The fact that many are eating various forms of confectionery and drinking fizzy drinks or alcohol while doing so is something that - slowly - will change as the subliminal effects of the fruit and vegetable fillers kick in.

It has taken a while to reach this stage, and the FPC is right in suggesting that the Bangor Project should not be omitted from the thoughts of the DoH. But we are now seeing real and very meaningful progress towards a 5-a-day message the public can get its teeth into.

And once the concept is fully grasped, there is little standing in the way of consumers getting their teeth into our products - the healthiest, freshest and best-value lines in any store. How can we all lose?

Before I get floods of answers on postcards, believe me, I mean that rhetorically. l

The Journal will be launching a monthly 5-a-day update next month, with regular input from the DoH.