The Fresh Produce Consortium (FPC) is calling for greater investment from its members to raise funds and continue its Eat in Colour (EiC) generic promotion.

President of the industry trade body Jim Rogers has written to members this week seeking their views ahead of an FPC council meeting in May. He wrote: “At our recent council meeting, the board discussed the possibility of continuing the campaign beyond the three-year period and the potential benefits this could bring to our members. Many of the existing sponsors have understandably said that they were happy to kick-start this process, but that it is now time for the industry as a whole to support the campaign financially.

“Consideration was given to a proposal put forward that in order to provide the necessary investment, the FPC could increase membership annual subscriptions... by around 33 per cent... which would provide a fund of around £100,000 and which would be enhanced by a further £100,000 to be sought from other sponsors.”

Investment on this scale is required if the campaign is to have an impact, and the FPC would remain in the “driving seat” to make sure it meets industry needs, Rogers added.

He also made it clear that the FPC understands the difficulties faced by businesses. He wrote: “We realise that this is a very large percentage increase in a challenging year and we are clearly sensitive to ensure we understand the views of our members before progressing any further with the proposal.”

Members are invited to contact the organisation to express their views by email to infor@freshproduce.org.uk

EiC has been running since 2006 and by its conclusion this autumn will have reached an audience of some 486 million, as well as achieving more than £3m in direct advertising equivalent value - more than six times the original investment.

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