Proof at last that the government listens to trade ideas. Healthy Start isn’t brand new, but the decision to extend its reach beyond pilot-scheme borders is a triumph for both the initial concept and the perseverance of the industry representatives involved.

It doesn’t need me to say that making fruit and veg available to the youngest sector of our population is valuable to this industry - everyone is aware of the benefits of introducing foods to children at an impressionable age. Healthy Start, yes, but what we all want is healthy continuation.

The School Fruit & Vegetable Scheme, 5 A DAY and the plethora of healthy-eating messages now being pushed out into the public domain give the industry the joined-up opportunity that it could only have dreamed of a matter of a few years ago.

What an opportune time then for the Eat in Colour campaign to be launched to reinforce these positive vibes. We’re promised a flurry of activity in the new year as EiC begins its quest to add an element of fun to the eat-it-because-its-healthy message. I for one am looking forward to seeing what the board has come up with.

You’ll have to wait until you read your FPJ and I’ll have to wait too, as that’s it from me this year. I’m off to see the Ashes retained/handed back*. Have a great Christmas and New Year and see you in 2007.

* delete as appropriate, but do not give up yet