I already get the feeling that this summer’s soft-fruit sales will go down in history, after enduring such abnormal conditions as an early spring followed by torrential rain.

And the stories will not just cover the UK, as fruit supplies generally have already been bedevilled with climatic extremes, which are putting pressure on programmes.

It is also unlikely there will be any abatement later in the year, as the danger signals are already flashed out from our own vegetable and root growers.

Meanwhile, raspberries seem to be holding up, as well as protected strawberry crops, even if the media is already full of images of decimated fields. The situation is of course doubled edged, as lack of sunshine always has a negative impact on sales.

It will be interesting to learn what effect the weather has also had on salads, although in the meantime there continues to be no lack of imagination in the new packs that are coming forward.

This week in Asda I found what must be one of the few branded lettuce lines in the UK, a growing trio pack for £1 which was developed in the Netherlands. It consists of Lollo Rosso, Lollo Biondi and Red Oakleaf, under the name Deliscious, with “colorful freshness” [sic, sic] as the supporting slogan. According to information from the website of growers Mark and Roy Delissen (www.deliscious.eu), the product is produced hydroponically, has a 10-day life and is environment-friendly.

Other messages giving greater prominence to English regional sourcing are also gathering momentum. Waitrose, for example, is now newly labelling many of its products, such as its own mushrooms grown on the Leckford Estate in Hampshire, under a South of England label, with 250g priced at £1.19. The concept, also used by other retailers, shows that consumer concern over food miles is being heard, although again full marks to Waitrose for having the courage to announce that it had set a 30-mile limit around a store for usage of the term ‘local’ to be applicable.

Now others are following suit. I came across an example at Budgens, where the now-franchised retail owners have a degree of latitude to operate outside central distribution, and are canvassing local support with some success. Their shelf barkers at Sawbridgeworth, Hertfordshire, actually spell out the distance from the store, as well as the source.

And while we are still on the subject of salads, mustard and cress have had a makeover at Marks & Spencer, which is now selling a mixed-colour British seedling pack for £1.49. Apart from cress, the mix also contains broccoli, purple radish and giant red mustard.

Today’s growers are becoming real celebrities. While many smile out across the aisles on shelf barkers and posters, I note that some have even now made the transition to the TV screen. How long will it be, I wonder, before we actually hear them praising their customer - who of course puts its hands in its pockets for the ads!

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