It is not that much of a surprise that the FPC’s attempts to get Eat in Colour off the ground have already hit a rocky patch.

While the trade body remains positive about the chances of getting some form of campaign up and running, the failure to hit the expected £500,000 target clearly raises doubts about the industry’s commitment to the scheme.

Yet again the industry has shown its typical apathy when it comes to helping itself, particularly at a time when a boost in volumes could be something of a salve to the sores of rising costs and tightly squeezed margins.

This kind of activity has been attempted in the past, and failed. However, on those occasions the industry has blamed the lack of retail support. This time there is no multiple to hide behind. Both Tesco and Asda have put their hands in their pockets - how many suppliers can say the same?

The fact that the funding short-fall on Eat in Colour came to light in the same week the European Commission revealed a fresh round of funding for promotional schemes is particularly galling, particularly as the UK gained nothing.

Organisations across Europe have been given cash hand-outs running to millions - some of which will be used to promote Italian fruit in the UK. Not wishing to be jingoistic, but am I alone in finding it slightly shameful that the Italian industry will be doing a job our own sector has failed to fund?

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