Having reported on the fresh produce industry for half a century, I have long had a dream about seasonality. This was finally reflected in the debates at the recent Re:fresh Conference, which did indeed reflect my hopes, but also gave a strong indication that they are still a long way off being fulfilled.

My wish is simply that consumers will one day have a better understanding of the seasonality of fresh produce and be prepared to judge each product sensibly according to its merits and their own palate.

The fruit trade is often compared to the wine industry, but few decry anyone’s personal preference for French Burgundy over Spanish Rioja, or Italian Chianti compared to Chilean Merlot.

For years, I have tried to instil into anyone I meet that the concept of seasonality for fruit and vegetables should be international. I hope there are many more like me trying to do the same. It must, however, be tempered with reality.

Apart from many proven and unproven claims to health-giving properties, most people are driven by the expectation of selecting their fresh produce because it tastes good, even if they are influenced by a multiplicity of opinions, some of which may even be politically inspired.

I certainly do not deny there are crops that are at their peak when eaten fresh, which is where the UK deserves to score. Equally, there are other alternatives both grown here and imported, which benefit from storage or being tweaked by ripening processes.

Here, at least, full marks to many of the multiples that have been attracted to the idea of labelling mainly pre-packs beyond the parameters of the UK as being new in season. However, this does pose the question, how long does a new season last?

On the other side of the coin, there are still examples on the retail shelves of early harvested produce - usually the most profitable part of the season - which can hardly justify this nomenclature because of immaturity. This means that, to some extent, both descriptions introduce a further grey area.

What is more disturbing is that, despite the momentum that has been built up by 5 A DAY, recent reports coming from both government and non-government sources over the benefits of UK seasonality are difficult, if not impossible, to justify.

There is no doubt that these claims are powerful marketing tools when used properly. However, the term ‘out of season’ has acquired an inaccurate and often detrimental status, even when these crops are at the peak of perfection.

The promotional organisations that represent both whole industries and individual crops, drawing attention to their annual slot on the produce calendar, have a vital role in educating consumers, which should boost consumption rather than run the danger of reducing it.