There is probably no area of marketing in any sector that generates more criticism than advertising and PR. Perhaps it is not surprising, as even if the results are normally commercial secrets, creative messages and the general modus operandi are by their nature open to individual opinion.

Our own industry is, of course, no exception, although over the years there has been a significant shift in direction for the cash.

When greengrocers represented the dominant proportion of sales, there was a steady stream of point-of-sale, paper bags and posters designed for their shops, giving high visibility, mainly to internationally known brands.

At trade level, campaigns were backed by wide-ranging competitions and funded facility visits for wholesale panelists and retailers - often lasting more than a week - to faraway suppliers, as part of the strategy to get them to sell more. A stream of international suppliers followed this route. There was even a brief period when the larger budgets were used on local radio and TV to cement more direct contact with the public.

But the common denominator of all this activity was an intrinsic awareness of the need to increase consumption in a country that featured way down in the European ratings.

Today, I have every reason to believe that a high proportion of ‘promotional’ cash goes directly into the multiple coffers, as a contribution towards what is loosely termed a “collective effort”.

Therefore, public exposure to the one-time big brands has faded significantly, although bananas are one notable exception, despite the demise of the Banana Group in the face of such practices.

Direct messages to the consumer from the multiple shelves have been joined by suppliers’ websites. These have become the new posters - providing information on everything from commitment to the environment to tailor-made seasonal recipes. Here, UK horticulture, which historically has been either a slow or non-starter in this respect, has been given a relatively low-cost option to spring itself very much to the fore.

What has also been good news is the UK government’s support of wider health messages, resulting not only in its own 5 A DAY campaign, but the School Fruit & Vegetable Scheme. Like ripples in a pond, the concept, thanks I would imagine largely to the enthusiasm of Freshfel, has now found its way to the European Commission, and received support there too.

A cloud on the horizon, however, appeared this week, as Brussels appears to be intent on changing its own rules mid-stream, and insisting that the industry contribute to the provision of free fruit to schoolchildren.

Apart from the messy mechanics of collection, the requirement, if it is agreed, could seriously disrupt the momentum that it has taken so long to build up. Trade bodies have been quick to respond with their disappointment, and it is to be hoped that government is of the same mind.

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