I have always had a great deal of respect for the works of Freshfel, the European representatives for the fresh produce industry.

There has never been a greater need to keep a watching brief on the European Commission since the time of its inception than there is now.

Freshfel’s introduction of the Consumption Monitor is a bright idea and allows the industry to consolidate the facts and figures from the enlarged Community, where in the past, in some cases, there has been little or no information.

Having said all that, its latest announcement to create a pan-European logo to act as a healthy-eating message and rationalise the existing options under one EU-wide system, may be a label too far.

On paper it looks eminently sensible. And to be fair, Freshfel has made it clear that it has no intention of becoming involved in national schemes - rather that it is looking to provide an infrastructure at no cost, which those who are interested can then use to take the idea forward. Although it accepts that this could take several years to accomplish, it is still aiming to launch the scheme at next year’s Fruit Logistica.

Nevertheless the devil, like most things, is in the detail.

Across western Europe more and more produce is under the control of the multiples. It is they, not the producer, importer or exporter who decides how it is presented, and those rules are often laid down in a contractual specification - in other words, set in stone.

While Freshfel is probably right that there are too many labels, there are several in existence because retailers see them as representing different added-value aspects, beyond simply healthy food.

I would not presume to have a working knowledge of what happens in Germany, France, the Netherlands or Spain, but my experience in the UK indicates that even here there is still a wide divergence of opinion.

Some retailers favour labels more than others, which have adopted what can only be described as a minimalist policy.

There has been a varied response to growers’ attempts to get the Union Jack, or Red Tractor, in the public eye, and equally varied support of the LEAF marque - although in both cases there is common support for British produce and the environment.

Most recently, and directly related to Freshfel’s concept, is the future of the government’s 5 A DAY logo which appears to have met with only limited success. Hence the FPC’s Eat in Colour initiative.

If the latter does get off the ground, a question mark remains over who will adopt what is in effect an alternative logo.

Meanwhile, although Freshfel has made it clear it is not asking for miracles, the emergence of new member states seeking to enhance their marketing could actually become the catalyst to maintain the momentum.