Asda has promised its support to the Fresh Produce Consortium’s planned campaign, Eat in Colour, and has urged its rivals to do the same.
Fresh produce marketing manager Alison Dakin said Asda would offer financial backing to the drive and pledged to give it the highest profile possible in its stores. She added: “We’re up for it, and hope the other retailers join in to get everyone eating more fruit and veg.”
FPC chief executive Nigel Jenney said there had been considerable interest in the campaign, adding: “I’m pleased with the response but it will take a few weeks before I’m clear on what the overall direction is.”