Promotions and publicity are always a heady wine, but when the subject inevitably raised its head at the Re:fresh conference last week the reaction was remarkable. At best it showed how short human memory can be.

Several of the speakers earnestly called for the industry to add its weight by providing more information for a health conscious public. I was struck by the fact that it was not that long ago when the boot was on the other foot.

The pioneering work of the Fresh Fruit & Vegetable Information Bureau - which met just such a call and existed for over 20 years - appears to have been forgotten. Only historians and journalists probably remember that, apart from its other successes supporting the media, it was the FFVIB that gave birth to 5-a-day in this country.

Yet at the time its call to government for support echoed hollow along the corridors of power - no one appeared to have the slightest interest.

Inevitably perhaps the voluntary cash ran out as committed companies - which included supermarkets - became disenchanted with carrying what was at the time a very modest financial load.

Another voluntary attempt, which harnessed the research of Bangor University identified the potential for changing the diets of schoolchildren. Its own pioneering role similarly seems to have to have got lost in the politics.

Meanwhile, it was obviously encouraging news from the conference that the FPC - which at the arrival of the millennium became the steward of the dormant bureau - is considering its reactivation in some form.

I hope the FPC succeeds, although I would suggest times have changed again. If there is any spare cash slopping around most would seem to be already going to the multiples directly to support promotional programmes, or indirectly to pay for the infrastructure needed to support category managers.

Another indication that funds will be hard to collect was reflected by another major plank of the agenda, rightly highlighting the disquiet in the industry over the multiples’ pressure on price. Has it really reached a point where production is uneconomic?

Both subjects - despite the attendance of a representative from the OFT - led to little or no discussion. This was probably as significant a barometer of the industry as the excellent event and awards.