We are not yet into December, but there are already crackers and mulled wine popping up around fresh produce departments and rubbing shoulders with soft fruit at major retailers.

Mixed berry packs are usually the domain of UK growers in the summer, but Sainsbury’s still has a 600g giant on offer. The contents are listed as strawberries and blackberries from the Netherlands, raspberries from Spain and blueberries from Argentina, which reflects how international the berry sector has become.

Meanwhile, heralding the fact that Christmas is not far away, cranberries have put in an appearance, although I wonder how sales will go due to recent animal-health issues with turkeys. Historically, everyone thinks of the east coast of the US as the major source, but there are others. Marks & Spencer is already stocking Canadian cranberries at £2.99 for 250g, for example.

There are some even less well-known sources for other crops appearing. The increased interest in rhubarb - coupled with the fact that the outdoor crop is on the wane - has led Tesco to fill the gap by sourcing from New Zealand, at £2.99 for 400g.

Lidl is even breaking new ground with China. Already an established point of origin for Fuji apples and exotic mushrooms, another arrival - according to in-store signage and confirmed by the staff at Lidl awaiting deliveries - are pomelos at £1.49 each.

Organics may be an established sub-sector of the fresh produce industry, but as far as I am aware there have been very few specific brands developed so far alongside the multiples’ own labels.

In this arena, Waitrose has probably scored a first. What caught my eye this week on pre-packed bananas from the Dominican Republic, at £1.19, was the Peter Rabbit label. The famous creation of Beatrix Potter is being used to appeal to children and has been trialled over the last few months on a much wider range of organic foods. But as far as fruit and vegetables are concerned, it is also appearing on top fruit and citrus.

Retailers are coming to regard their growers’ identity as a major weapon in the armoury. Those who supply the Waitrose top-fruit category, which extends far beyond UK orchards, are being more broadly identified on pre-packs.

The grower depicted on the bag does not always match the one who provided the fruit, although in fairness, this is made quite clear on the label.

One message, however, which is loud and strong and cannot be mistaken relates to avocados in Sainsbury’s. A very large-sized fruit from South Africa, called Frias, at £1.49 each is being promoted as a “low-fat” variety and is labelled as having 30 per cent less fat content than Hass.

And talking of keeping healthy and losing weight, Tesco has launched a new range of prepared salads, all at £2 each, although the pack weights differ. It is the first time I have come across a tomato salad on a retail shelf - in this instance baby plum - which constitutes 21 per cent of the 240g contents. Others in the range are 220g of beetroot and spinach, and 105g of wild rocket and Parmesan cheese.

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