A panel of industry leaders agreed that consolidation and co-ordination among the different fresh produce bodies and associated certifications in the UK would be the way forward to establishing a sustainable future for the entire supply chain.

National Farmers’ Union horticulture board chair Sarah Pettitt, Pam Lloyd of Pam Lloyd PR, Fairtrade Foundation ceo Harriet Lamb and Foods from Spain director María José Sevilla were asked by the floor at the Re:fresh Conference last week how consumers could be persuaded to eat more fruit and vegetables.

The opinion was almost unanimous that there should be one clear campaign for fresh produce and that consumers were ultimately baffled by the different logos and accreditations in the marketplace. However, a plan for how to get financial aid or industry members together on such a project proved more problematic.

A supermarket ombudsman was welcomed in the hope that transparency would be restored to the fresh produce supply chain.

Pettitt said: “It is sad that the industry requires an ombudsman, but it is entirely welcome. We need to establish a transparent, adult relationship in the supply chain. But [this establishment] needs to have teeth; be proactive. We want someone who is not going to wait for the post on the doorstep before looking at the issues in the industry. We need someone to look under the rocks and will try to bring that transparency.”