The customer is always right, or so the old saying goes. They might be happy with BOGOFs, economy packs or even winning tickets to a theme park, but what do they really think about produce departments?

Few would deny that UK retailers are among the best in the world, but this still does not preclude ready ripe fruit that is too immature to eat, or shelves which remain empty on Monday morning after the weekend rush.

Tesco has taken up the challenge with an appeal on shelf barkers to hear via email how its customers assess its produce departments. Ultimately, I hope some feedback might become public, but until then we shall all have to wait and see if these opinions trigger any major changes.

Looking at the bigger picture, I still hold the view that shoppers would like to have better information available when selecting their purchase. In particular, I am thinking about what constitutes the term “new season”, where the message appears for weeks on end, and providing more facts about the real unique selling point of a new variety rather than just saying “tastier” or “sweeter”.

Limited explanations, from Fairtrade to the Red Tractor, are another issue. While the now universal 5 A DAY message gets its share of space, highlighting that the fruit and veg on show is the best that can be selected can be a double-edged sword.

On the positive side, there is much information packed into the multiples’ in-house magazines. And there are other weapons in the retailers’ armouries. Sainsbury’s produced an excellent consumer-friendly directory, available in every store, which provided the basics of source, taste and preparation for anyone who cared to look it up.

I know from experience that many multiples run internal courses for their staff on the mysteries of produce and even include trips to their suppliers’ farms and nurseries. Such in-house education also includes critical information such as stock control, how to properly handle often fragile merchandise, and recognising when it needs to be removed before it becomes tired and worn. These skills are all critical in keeping the department fresh and green and building up staff’s own expertise.

But what also counts, as the few remaining independent specialist fruiterers will confirm, is making the final personal contact with the shopper. This is one of the most memorable aspects of retailing I always discovered during my shopping expeditions when in the United States.

Staff I met, apart from generally being very friendly, seem to have an excellent detailed knowledge of what lines are stocked, and are more than prepared to both suggest alternatives and encourage the purchase of additional lines. You still can’t beat word of mouth.

David Shapley is a horticultural journalist and former editor of FPJ.