The last few weeks seem to have thrown up even more confusing messages for the public than usual with regard to what they should - and should not - be eating.

Having invested substantial sums of money in consumer awareness campaigns and promotions, it must be something of a kick in the teeth for those involved in the marketing of certain fruits - notably grapefruit - to see news splashed all over the national press this week that the fruit has been linked to the development of breast cancer. The link has been made because of its oestrogen-boosting qualities. Worse still, even eating extra fruit and veg on top of the recommended five portions a day does not boost your chances of beating the disease once diagnosed.

While food scares and research of this type are common enough in plenty of other food sectors - meat, dairy and eggs to name a few - the fresh produce industry is not accustomed to seeing negative publicity surrounding it in the national media; in fact, quite the contrary.

In the face of coverage like this, it is imperative for the industry not to take a back seat, but rather to seize the day and ensure that consumers are more than ever aware of the benefits of a healthy diet. Research and stats aside, there is no denying that fruit and veg of any kind must form the lion’s share of a balanced diet; and consumers are coming round to this idea. The battle is far from over - but you are on the winning side.