"No one consumer group is achieving the 5 A DAY target”, according to the first report this week from the Council of Food Policy Advisors.

Anecdotally, it seems awareness of the 5 A DAY scheme is strong. Accessibility to a wide range of fruit and vegetables is greater than ever and consumers, so they say at least, are increasingly interested in healthy eating. So why isn’t the message - a simple enough concept to grasp - hitting home?

The report recommends that greater emphasis is needed in schools on the importance of fruit and vegetables to a healthy diet, and that 5 A DAY should play a far more prominent role in public procurement initiatives. The council’s aim is to “revitalise the 5 A DAY message in a new and exciting powerful way”, with an emphasis on the seasonality of British food.

The council is certainly making all the right noises when it comes to boosting consumption, increasing UK production without closing the door to imports and tackling food security. But any ability to effect real change will ultimately come down to the individuals that make up the fruit and vegetable task force recommended by the council. It is not yet clear how the proposed task force and cross-government strategy will be developed. But it is crucial that they actually deliver tangible results, rather than simply spewing the usual rhetoric we have come to expect from this government.