With first Organic Food Fortnight and then British Food Fortnight in quick succession, the concept of ethical shopping once again looms over the horizon.

A criticism often levelled at the organics category is that it puts out too many messages. Conversely, buying British or locally seems to have really caught on with the simple message of reducing food miles - albeit a controversial concept - and the thought of supporting growers appealing to shoppers.

But perhaps the reason why organics, and to a certain extent the campaign to reduce single use plastic bags among others, have only achieved moderate success is not due to the campaigns themselves, but the emotion they play upon: guilt.

Whether it be issues relating to the way we shop, or live in general, messages selling products to help us feel less guilty about wasting time, piling on the pounds or harming the environment are commonplace.

Prime minister David Cameron might be attempting to create a Big Society, but he will find it hard to make a bigger impact than his predecessor Margaret Thatcher who spawned a selfish Britain that has created an average shopper who is far less conscientious than the fresh produce industry would like.

As an industry therefore, the solution may lie in appealing to that selfishness. It would be trite to suggest giving Clubcard points in return for Fairtrade shopping and the like, but as the fresh produce trade knows only too well, if you dangle a carrot that appeals to the customer, you might just get what you’re after.