It would appear that, contrary to some recent speculation, Eat in Colour is firmly back on the menu.

The signing up of Tesco to support the campaign has given the project a much-needed boost - particularly at a time when there was danger the industry was beginning to lose faith. A number of deadlines for the fresh produce sector to show its support have been and gone, and mutterings over what had happened to the proposal were beginning to be heard.

While the support of Asda, revealed by FPJ back in October, was certainly a shot in the arm for the FPC, the agreement of Tesco - a business not famed for handing out its own cash - is a timely coup.

Nigel Jenney and his team have been pushing hard to stir up interest in an industry, which to be frank, has reacted with the speed of a sloth on valium. Whether this reluctance is down to old-fashioned cynicism or simply the sign of an industry that is preparing to lay down and die only individual companies can say.

The opportunity is clear and the time is right to get behind our produce and start singing its praises. The fact that Tesco has seen fit to dip into its own pockets brings further shame on those in our sector who have not got on board.

Who knows though, perhaps Tesco can start using some of its famous persuasion tactics to get its suppliers signing up.