I often wonder what magic formula exists outside the UK, which has the effect of boosting consumption of fresh produce to far higher levels than ours. There are obviously climatic considerations, but during a New Year weekend in Paris, I was struck by the startling number of independent specialist retailers still thriving there - which sadly is not the case in our capital city.

The French stores present produce in displays which would do credit to the Chelsea Flower Show. London, by comparison, reflects the enormous changes that have taken place in our country’s retailing structure, although this is not to denigrate the fresh produce departments of our supermarkets.

It just seems that while most are positioned at the front of the store, they cannot quite match the wow-factor that a bustling open high street engenders across the English Channel.

Back at home, dozing in front of the TV this week, I woke up with a start when 5 A DAY got a mention. The slogan has been ingrained in my subconscious ever since the Fresh Fruit & Vegetable Information Bureau (FFVIB) launched the concept more than 30 years ago, funded voluntarily by the trade on a shoestring budget.

At the time, its use tended to be more muted, although I remember reporting that staff in Asda’s produce departments were wearing smart new green sweaters emblazoned with the logo designed by the FFVIB.

The message, if not the artwork, also began to appear in a limited way on retail packaging and even transport livery. But it was not until the government unleashed its policy on healthy eating, supported from the Treasury coffers, that real public identification got underway.

The message issuing from the TV screen this time, however, came from a Tesco advertisement which promised to cut the price of five lines of fruit and/or vegetables every week for the whole of the coming year.

It should be remembered that the UK’s largest supermarket has also signed up to contribute to the new FPC Eat in Colour campaign, which, if not exactly the same thing, is at least running on a parallel course.

It can naturally be argued that both activities are a reflection of the multiple’s commitment to promoting a healthy diet and the industry itself, but I have already heard a counterclaim (and not, as one might assume, from another retailer) that the concept has added a more commercial dimension. When discussing what appeared on the surface to be excellent support, it was seen elsewhere as signifying far more than a simple message: that is to say, ultimately it amounts to another long-term commitment to price cutting at a time when growing and distributive margins are already wafer thin.

At least, on the brighter side, the fresh fruit and vegetable industry has not got sucked into the debate over healthy labelling where retailers in general have steered a course away from government recommendations.

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