It seems that, with most of the UK produce industry out of the country this week marvelling at the sheer size and complexity of Fruit Logistica in Berlin - and probably agreeing that it is so vast, they will never manage to make all the contacts they envisaged - it has escaped many people’s memory that Tuesday was Shrove Tuesday, also known as Pancake Day.

Without dwelling on the current retail price of lemons, which might have dented sales, this moment in the calendar has developed into a peak selling period, operating at no cost, because it is embedded into the public psyche.

So this has got me thinking - are other product lines missing out on potential opportunities to be brought into greater public prominence? Such events obviously appeal to the public, and there are some worthy, successful and widely differing lower-key examples, ranging from National Chip Week to the Isle of Wight Garlic Festival. English strawberries, for example, have capitalised on their association with Wimbledon fortnight.

It has also been shown that there is a place for localised activities, such as the Sweetcorn Festival near Chichester, and in past seasons, events lauding sprouts and watercress which, because of their scale, rather than lack of enthusiasm, do not reach out as widely to the consumer.

Over the years, I have intermittently reported the efforts of UK apple, tomato and mushroom growers to specifically attempt to generate calendar appeal, while the messages coming from the majority of other crops have remained muted.

Most PR events have been confined to what is universally known as ‘launching the season’, in itself a pursuit which can be fraught with danger. There have been times when fruit has not reached a sufficiently high level of maturity by the start of the season, because Mother Nature has played her tricks, or as is common with vegetables, has caused limited supply. Finally, when the initial hoo-ha is over, the product concerned usually fades back into relative obscurity.

That being said, I still feel that more could be done to publicise the range of fruit and veg that rings the changes constantly throughout the year, and to support special occasions and celebrations - for example, roses will once again be the dominant bloom purchased on Valentine’s Day.

In many parts of the world, gifts of fruit are seen as alternatives to wine or chocolates. So why not make more of pineapples at Christmas, or peaches for the first day of summer, or carrots when the clocks go back? These ideas may seem somewhat far-fetched, but some bright-minded marketing, in this case from the supermarket giants, which I am told are now responsible for over 85 per cent of retail sales, could continue to lift fresh produce sales nationally on to a higher plane. After all, look what has happened to lemons...

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