In my experience, the fresh produce industry at all levels has always had a somewhat love-hate relationship with the consumer champion, Which?

This is probably not surprising, as the body has undoubtedly wielded major influence over consumers as the years have gone by. The vessels that carry its information have also sailed close to the commercial dividing line that separates buyers from sellers, along which there is rarely total agreement.

The role of Which?, however, has developed beyond simply giving advice as to the best washing machine, camera or garden hose to purchase. The consumer watchdog’s latest foray, reported in FPJ last week, forms part of a far wider remit suggesting that price is a barrier to healthy eating.

This observation, culled from the views of just over 2,000 interviewees - even if it has little effect - could hardly have come at a more difficult time for producers and importers, who are already seeing more than just their margins squeezed to meet the demands of bargain-basement supermarket programmes.

It might be argued that there is a degree of counterbalance to help consumption, as fresh fruit and vegetables have been elevated to the key products that virtually all multiples have chosen to carry their “come and buy” promotional messages.

The downside of this, if the more private views flowing along the trade grapevines are accurate, is that category managers are also being asked to stump up additional cash for promotions, often in advance.

At a time when there surely must already be a drain on dwindling profitability, one less considered aspect is the future of voluntary campaigns funded by the industry, most of which in the past have been excellent value and proven a catalyst in boosting public awareness, as well as sales.

In particular, after years of crying wolf about the unfairness and undesirability of imports, British growers have, to their credit, made the financial commitment and had the courage to fight back, doing much to advance the cause for nationally grown tomatoes, asparagus, mushrooms, top and soft fruit and much more.

In a similar vein, I also wonder what success the Fresh Produce Consortium will enjoy as it goes back to the industry to assess the attitude of its members towards continuing to contribute to a voluntary fund for its generic Eat in Colour (EiC) campaign, which is coming to the conclusion of its cycle.

This initiative has been highly useful in encouraging fresh produce consumption, as well as adding a different dimension to the 5 A DAY slogan. However worthy 5 A DAY is, appearing in numerous forms ranging from posters in doctors’ surgeries to vehicle liveries and constant reference in the media, it has reached a point where its impact is in fact becoming diluted through overkill.

One hope must be that the multiple retailers that gave EiC their support will continue to do so, and by so doing, I would suggest earn back a degree of goodwill which at present, in some cases, is badly lacking.