The message that Easter is on the way is already being trumpeted loudly in the aisles of most retail outlets.

And while the emphasis seems to be mainly on confectionery, it is good to see that produce departments now seem to be fighting back with some strong soft-fruit promotions.

There also seems to have been a lift in demand for salad as the temperatures rise -although at the time of going to press, temperatures appeared to be on a rollercoaster ride! As far as tomatoes are concerned I was impressed with Tesco for giving Jersey produce a boost with a £1.59 over-wrapped tray which leaves customers in no doubt of its origin. Not only is the fruit identified as Jersey Jewel - although in small print the variety is called Sunstream - but the island’s flag is a prominent part of the labelling, and the grower Kevin Herve, with 20-years of experience, also gets a mention.

Using producers’ photos on shelf barkers is now commonplace in many retailers, but it is the first time I have seen one actually featured on the pack itself.

If this starts a new trend the applications are enormous, and who knows? We could start to see growers becoming celebrities in their own right. Jamie Oliver, eat your heart out.

With spring now well in the air, variety is the spice of life, with Asda going as far to identify Bhagawa pomegranates on a two-pack from India at £1.98. It is a far cry from when the fruit only used to appear in the autumn, packed in sawdust at the start of the Spanish season. Over the past 12 months I have come across at least six other sources.

Coloured potatoes have also been taking centre stage on retail shelves recently. The latest offering from Marks & Spencer is a purple tuber at £1.99 for a 750g bag in the limited edition speciality range, Odem, retains its pigment during boiling, rather than arriving on the plate looking grey and washed out.

As the source is Israel, with its reputation for innovation, it will be intriguing what else may arrive, building on the success the country has already had winning a share of the Mediterranean trade.

It would also be interesting to know the awareness that modern and younger consumers place on the famous Jaffa brand. I make the point as perceptions may have changed since one of the most famous international labels has been diversified with regard to sourcing. This week in Tesco for example, Jaffa-branded easy peelers were being sourced from both Spain and Argentina.

Meanwhile, Waitrose has given the government’s 5 A DAY campaign a boost with the provision of pocket-sized 12-page leaflets, available free to customers in all its branches.

Highlighting spring produce with healthy recipes to last through the week, the leaflet covers both snacking and full meals, all listed in five colour groups: red, orange, yellow, green and purple under the headline Eat a Rainbow. The information is strategically sited in shelf dispensers and also carries the government’s logo.

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