Fruit trade bosses are set to test the waters over setting up a single EU-wide promotional logo to cover fruit and veg and boost consumption.
EU trade group Freshfel will discuss the idea with members at the Fresh 2004 conference in Venice next month.
Freshfel has been evaluating the various national schemes, including the UK’s 5 a Day.
In a separate move Graham Ward, speaking at a London seminar, told the UK trade it had not taken full advantage of the government scheme.
“We have been given £200m, a vast amount of money, and it probably won’t happen again,” he said. “Why hasn’t the industry put a logo on every lorry?”