It is understood that Asda’s rivals have told the FPC they will only consider giving their backing to the campaign once it has actually been launched.
The FPC this week refused to answer
enquiries regarding the drive. And fresh produce press officers at major retailers, including Tesco and Sainsbury, told The Grocer they had never even heard of the promotion. Growers’ representatives will meet with FPC officials next week to discuss it but there is likely to be concern that without support from retailers the campaign will flounder.
The FPC claims such a drive would increase consumption of fruit and veg by 5%, or £259m a year, over three years.