Asda boss Andy Bond’s recent comments about the lack of flair and the depressing state of UK grocery retail were certainly interesting.

There will be those in the industry thinking, so what? Those comments do not apply to us. Fresh produce is sexy, fresh produce is dynamic.

But are we really exciting the consumer? Do we really get their juices flowing? The main messages surrounding fresh produce as far as the consumer is concerned is “eat it, it’s good for you”. Is that sexy? Is health the most exciting message that we have in the fresh produce cannon?

We talk about the sector being dynamic, and fast paced - but at the end of the day, what we are really talking about is supply and demand.There is a lack of fast-paced innovation.

Asda’s chief executive has laid down a challenge to the entire industry - pick up the pace, add some excitement and bring the colour back to retailing. Fresh produce can be a part of that - Colin Gutteridge, chief executive of East Malling Research, has highlighted the £5 million available for companies that are looking to add value to their fruit and veg.

There are a multitude of ways that money could be productively spent. But £5m will not change everything - supply chain margins must provide the cash to complement that investment. Over to you Mr Bond.