As we near the end of another year in produce, it’s tempting to say 2004 has generally been good to fruit and vegetables. So I will.

There will be a line of ready dissenters to that statement, but in the holistic sense, the fresh produce industry emerges from the last 12 months with its future looking brighter than for some time.

This week’s announcement by the government, that it is to back the national school fruit and vegetable scheme with educational materials, is the latest positive development. Whether you trust a finger puppet to sell your products or not, this is the missing piece in the jigsaw.

Giving kids - or adults for that matter - fruit and veg to taste is one thing. It has limited potential though if we don’t inculcate the correct messages into the minds of consumers of all ages, and make them aware that not only is fresh produce tasty, it is also fun, readily available, inexpensive and healthy (not necessarily in that order).

This is also the first sign of a truly joined-up political approach. Until this point, there has been a distinct left-hand, right-hand syndrome. A nationwide educational programme can connect with the fruit being handed out in the classroom, government healthy eating objectives and with the 5 A DAY doctrine in one fell swoop. The methodology satisfies the need of today’s consumer for soundbite education while offering more to those prepared to let it all sink in.

The Re:fresh Conference, in May, illustrated the continuing vibrancy of this sector, despite difficult trading times. I look forward to enjoying the next part of the ride with you all in 2005.

From all at the Journal, a very Merry Christmas.