I often wonder how many customers take time to read the small print on pre-packs.Apart from being instructive in terms of preparation, they are mainly designed to encourage shoppers to buy, especially when there is something new looming on the horizon.

Some of the information can be intriguing. For example, despite the Italian stonefruit season being well underway, Sainsbury’s has still found room for four donut peaches from Israel in a new kids’ pack at at £1.49. So far, so good. But the message is that they are “nutritionally balanced” - whatever that may mean.

There was another instance in Tesco that made me stop and think, concerning apple polybags under the Cape label. Priced at £1.47, the bag offered a chance to win five holidays. Part of the message was that South Africa was “the home of the Golden Delicious”. I would never deny that the country grows excellent fruit, but embedded in most UK customers‘ minds is that this variety, one of the world’s best known, is mainly associated with France - although my reference books tell me it was bred in the US.

Berry fruit is, of course, on everyone’s minds at present, with signs that our niche market of blueberry production is expanding. I note that David Trehane is now producing organic fruit, on sale at Marks & Spencer at £3.49 for a 100g pack, while not-to-be-outdone Tesco has 150g of Italian fruit for £1.99. And the Dutch do not have it all their own way when it comes to redcurrants - I spotted some fruit from France in Sainsbury’s.

Melons are a competitive line at this time of year, although the weather must have also played havoc with sales. Morrisons has added a new dimension by offering two baby Honeydews in an over-wrapped tray for £1.49, rather than putting the fruit through free flow.

Meanwhile, taking a look at vegetables this week has also been rewarding, particularly carrots. I suppose it all started with the boost that Chantenay received, and now Tesco is selling a new crop variety named Nandor, grown by Alan Bartlett, at £1.58 for 500g. At the other end of the scale there are South African Yukon pre-packs for £1.79 at Sainsbury’s, with tops looking as if they have been shaved by a barber, while Lidl is selling feathery pullings at £1.15 from Germany.

Onions too are full of surprises, particularly because of the weather damage the crop has suffered. Nevertheless, Tesco has come up with a single, mild, hand-harvested Field Fresh bulb at 27p each, sold loose and backed by a message that it is grown in Stour Valley.

And finally, full marks for coming up with a description which indicates that products are new, seasonal, and will not be around for long. M&S has a speciality lettuce called Scarlett Ruffle, grown by John Shropshire, at 89p, which carries the message that it is not just exclusive, but also “limited edition”.

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