So, after months of speculation, the Eat in Colour campaign has finally appointed a chairman - and more to the point - the man chosen to spearhead the proceedings is a complete unknown in the produce trade.

Like some of us you may be wondering what prompted the campaign board to appoint someone with absolutely no experience of the industry. But, perhaps he is exactly what it has been crying out for - an injection of non-jaded vitality. As the recruitment agencies keep telling us, there are numerous non-produce people out there just itching to pour their enthusiasm into this trade, so why not someone with experience of some world-leading brands?

A good deal of faith was put behind 5 A DAY at the start but still there are plenty sitting back and letting others do the leg work for them. So, what makes the EiC team think their initiative will be any different? Perhaps 5 A DAY was just too far ahead of its time and now, as Levy says, healthy eating is firmly on the nation’s agenda. Perhaps he is also right in thinking enjoyment will provide more of an incentive than health.

Only time will tell, of course, but the fact that three of the major multiples, as well as other firms, have already pledged their financial support is surely a terrific start. Here’s hoping the others will stump up some cash as well so that some of the declared enthusiasm can be turned into action.