Trade organisations representing the fresh produce sector have a deadline of 16 August to submit proposals to can funding.

In the wake of the E. coli crisis which gripped the European fresh produce trade, a special fund has been set up by the European Commission for generic promotion.

Subject to approval, the commission will finance up to 50 per cent of the total cost of the programme. The proposing organisation must fund at least 20 per cent and may fund up to 50 per cent of the total cost.

The deadline is in addition to the usual deadline for submissions for internal market promotions, which is 30 November 2011.

The Foods Standards Agency (FSA) has updated its advice to consumers in the wake of the French E. coli outbreak.

Consumers are now advised to follow the on-pack instructions and sprouted seeds can be eaten raw if they are labelled "ready-to-eat" or "ready-to-wash".