As an instigator of the first fresh produce show sponsored by the FPJ in Birmingham some 20 years ago, I feel the UK has since lost pride of place to Fruit Logistica in Berlin.

Nevertheless, a high proportion of delicacies displayed this week on the 1,400 or so stands at the prestigious IFE05 show claimed the key attributes attached to fruit and vegetables. But while descriptions headed by taste and health predominated, the fresh products themselves were far harder to find.

Notwithstanding that, amongst the olives, fish, pasta, meat and confectionery looking for buyers at the Docklands show, there were still very clear signs of increasing demand for prepared fresh produce.

The leader at present is of course bagged salads, although I have a feeling that the sector’s massive growth might at last be showing signs of slowing down. If this is the case, we can expect to see more new products and mixes as the main producers begin to slog it out for shelf space. In the meantime, I note the continued impact that a local and often slightly rustic approach is having on where and how we buy our produce.

Whether this is a knock-on effect of the growing numbers of farmers’ markets may still be a moot point, but there is no doubt that the UK is taking far greater notice of regionality - something which for generations has come naturally to our neighbours across the Channel.

The most recent example announced at the show was that of Cornish early potato growers. The producers have won Taste of the West sponsorship to extol the fact that the taste of their produce is exceptional and they make the point by leaving the soil on the crop. I could argue this is simply a case of reinventing the wheel, rather than adding another marketing dimension. In the 1960s, Covent Garden wholesale prices, published in the FPJ always quoted “washed” and “dirty” root crops with some of the latter, such as celery, often commanding a premium.

Back to the multiples it will be interesting to see how they meet this demand for local supplies. Privately, many have said it could be a logistical nightmare, yet one they will have to face. Lack of fresh regional products in store in the past has caused a few public ripples, bringing Kent housewives to their feet due to a lack of local Cox. Or driving their Blairgowerie counterparts to take up their placards, bemoaning the dearth of Scottish raspberries. When dealing with even more limited volumes and shorter seasons, it will be interesting to see who wins.