“What’s really in our food?” This was the question posed by two investigative journalists from the BBC in a programme aired on Tuesday night, which attempted to unravel some of the myths and mysteries behind what we eat and uncover whether the great British public is being ripped off when it comes to the weekly shop.

The documentary mainly focused on meat and processed foods rather than fresh produce, and images of chicken breasts pumped up with water and pork protein might have proved too much for some consumers’ stomachs in the programme’s post-supper slot. It certainly did mine.

Inevitably, the way food is branded and marketed came under the spotlight, and questions arose as to whether the provenance of food was accurately reflected in packaging descriptions and on-shelf labels.

The fact that the fresh produce sector escaped relatively unscathed from this assault on the food industry is testament to the fact that, not only are we marketing the right kind of products to consumers in this day and age of healthy eating, but that we do so, by and large, with great integrity. The industry’s willingness to embrace new projects such as the proposed Good for Development mark (p1) with such alacrity is evidence of the way the produce supply chain is seeking a path through the sustainability quagmire. Long may it continue.