The appeal came first from Michael Jack MP last month, and last week BLSA chairman Jonathan Tremayne revealed he had already sounded out other organisations.

'There is a strong belief that we should all be brought together,' he claimed.

He was speaking to more than 150 members of the new organisation, which has taken the place of the British Iceberg Growers Association, at its first annual conference.

Tremayne believes that the industry must be more proactive in its dealings with the media, spreading the message of healthy eating. 'We can't sit back, better pr should be a building block not a barrier,' he added.

Tremayne's views had been preceded by speaker Peter Davey, supply chain and training director for the Institute of Grocery Distribution. While addressing the problems of recruitment, Davey also said research had shown that the produce trade is devoid of any image.

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