Consumer knowledge, when it comes to seasonality, judging maturity, cooking and pretty much everything else concerning fruit and vegetables, continues to be very sparse in my opinion, regardless of the endless cookery programmes on our television screens.

In light of this, I am very much in favour of some of the instructions which are appearing on packs, many of which allow consumers to make an informed choice and encourage them to come back for more.

There are times, however, when the descriptive texts push the message to the edge and quite often state the obvious - a prime example of this is loose Comice pears in Sainsbury’s, which are currently carrying a sticker with the word “fresh”.

Staying with the same fruit there is a more complex situation at Tesco. It is a generally accepted fact that there is wide divergence by consumers on how they like their fruit, so the message on a £1.49 bag of Rocha pears, “best enjoyed firm”, and the corresponding equivalent on Concorde, “best enjoyed soft”, appears to make sense.

However, it might seem churlish to point out that this is entirely dependent on the efficiency of the stores stock control, and less down to consumer choice!

I also came across what I believe is a new slogan on green vegetables. “Fresh from the field” is now emblazoned on a new, 69p mixed pack of shredded cabbage and leeks and has a nice ring to it, although where else it could be fresh from is intriguing.

Hopefully, it will also not start that old hare running about what “fresh” actually means. Certainly fresh is a word associated with salads, and even more so in the pre-packed range, as the market continues to boom with ever-greater numbers of combinations.

Tesco’s new seasonal baby leaf salad, priced at 99p, is interesting from several points of view. For one thing, it carries a clear indication of taste, mild in this case. The small print lists baby spinach, baby Lollo Rosso and Biondi, baby red and green batavia, baby red oak leaf and tango. The clever bit is the news that the pack may contain any three in variable proportions. Now that is real flexibility.

Meanwhile, I hear the mushroom industry is taking a beating on price, so it is to Marks & Spencer’s credit that it’s presentation of 150g of mini-button mushrooms from Ireland, priced at 99p, is as geometrically arranged on the tray as a box of chocolates.

My initial thought was that it must require a special sort of packer on the grading line, but the secret is in the design. A glance underneath shows each tray is pre-formed, rather like an egg carton, making it far easier to achieve than it would appear.

This time of the year also always turns up some interesting sourcing practices amongst the retailers. Apricots are always in short supply, if not non-existent, until the Spanish season kicks in, however, at present New Zealand is able to fit the bill, although at £3.49 for six fruit it is hardly cheap. The variety name also has a ring to it - and probably another story. Does anyone know the origin of Clutha’s Fire?

But perhaps the best description of all, although I still think Golden Delicious takes a lot of beating, must come from the United States, which suddenly seems to have recognised there is a market in the UK for pomegranates. Naming the big, bold, red-skinned fruit Wonderful says it all, and all for £2.29 for two.

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