Last week’s announcement by the Fresh Produce Consortium of Tesco’s commitment to the Eat in Colour campaign brought a flurry of interest from other sectors of the industry.
A number of wholesalers have now given their support to the promotional initiative, which aims to boost consumption of and trade in fresh produce.
The wholesale sector has until now been more considered in its approach to the FPC proposal, but with the largest multiple retailer on board, it would appear that traditional traders are becoming more confident of the campaign’s success.
“We are in a situation now where Tesco’s announcement is beginning to encourage people to consider their own position and adopt our proposal,” said FPC ceo Nigel Jenney. “We have been involved in a number of discussions in the past week and are still encouraging the whole industry to become involved.”
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