The concept of a European action plan to boost consumption of fruit and veg is to be explored by the ­European Commission.

Brussels has opened a consultation on reform of the Common Market Organisation for fruit and veg.

The reform of the CMO will seek to address an overall fall in consumption. Brussels proposes to find ways to join up different aspects of EU policy, from the tender process to promotional programmes in order to encourage consumption.

It is also to look at better distribution of value along the chain, giving greater appeal to producer organisation, and the creation of a code of good conduct.