When we sent our intepid reporter trawling back through 100 years of FPJ archives (see p30) in our quest for a piece of Pulitzer-prize winning journalism, little did we realise what we would uncover.

Between 1953 and 1956, fruit consumption levels in the UK only topped those of Ireland and Norway, and, perhaps most surprisingly, US consumers ate twice as much fruit as we did.

But times have surely changed. Greater accessibility to a wider range of produce and the advent of consumer campaigns have hopefully done their bit to turn this situation around, and with consumers displaying a growing fascination with their food, its provenance and its nutritional qualities, the industry is now arguably in a better position than ever before to turn the tables.

In that vein, this week it was the turn of the Horticultural Development Council to announce its eagerly awaited generic campaign, ‘I’m in Season’. While undoubtedly a great breakthrough in many respects, in particular for UK growers, who need their produce to be in the spotlight, is the campaign as targeted as it might be? Will it force consumers to go searching for information that they would rather have brought to them?

Reservations aside, I hope ‘I’m in Season’ can reproduce the success of other, similar initiatives, in reaching out to as many people as possible. After all, it’s up to us to ensure that consumption levels in the noughties beat those of the 1950s.