The nation's desire for healthy eating and the government's need to promote a balanced lifestyle provides the industry with an exceptional opportunity.

The department of health, in partnership with the FPC, has now secured funding to promote the National School Fruit Scheme (now re-named the School Fruit and Vegetable Scheme) for a further two years, which represents a total investment of over £130m by the government and the New Opportunities Fund.

Another significant milestone is that the scheme becomes nationwide in England by autumn 2004, securing the participation of almost 2 million children.

To date there has been tremendous support from schools and pupils. The impact of this scheme alone increases the marketplace by some 70,000 tonnes per year.

The 5-a-day initiative aims to encourage a healthier lifestyle. The successful impact of this initiative is widespread, but from an industry perspective it could increase the overall market by an estimated 1.3m tonnes, or 18 per cent.

It is essential that the industry as a whole actively embraces this opportunity, rather than leaving it to others. By example, the government's 5-a-day campaign is supported by themed events targeting named groups.

Marketing and communications activity will focus on each of these groups in turn. During the period July to December the target audiences will be teenage boys and teenage girls.

We would encourage the industry to develop with their customers all opportunities to support this theme and the overall development of the 5-a-day strategy. I look forward to hearing your thoughts and ideas.