The obvious response to the launch of a pan-European fresh produce promotional logo is to wish Freshfel a heartfelt ‘good luck’.

Considering the almighty struggle that has taken place in nations across Europe to get a consistent healthy eating message off the ground - without spectacular success in all cases it has to be said - it could be tough to convince a continent to unite behind one banner.

However, you never know unless you try, and it is hard to fault Freshfel for effort. This moment has been a long time in the planning stages, it has been well-researched and it has a clear vision. Now all that’s required is a complete sea change in the attitude of the European supply chain.

The lack of promotional spend by fresh produce companies is not unique to the UK. While some countries can justifiably claim to back themselves more, promotional and PR budgets remain More than one element of the mix necessary for marketing success is there. The products being promoted need little hyperbole, they are the real deal. The consumers are sitting ducks, convinced they are all overweight and waiting to be picked off by the sharp-shooting healthy-eating messengers.

But does the trade have enough belief in its products to back them 100 per cent? It hasn’t appeared that way for quite some time.