At a meeting of companies that have already pledged funds to the campaign - including Tesco and Asda - acting Fresh Produce Consortium chairman Michael Velasco said the original target of attracting £500,000 a year over three years to pay for the campaign had not been reached.
However, said the FPC in a statement, “pledges from sponsors had reached a level that those in attendance unanimously felt was adequate to allow a meaningful campaign to be undertaken”.
A spokeswoman for the FPC said that, in spite of the shortfall, contributions had been “good”. The FPC is now likely to seek match-funding from EU grant schemes. It is to appoint an Eat in Colour campaign management board of senior representatives from retailers, suppliers, growers and importers.
The board will be responsible for finding a public relations agency to run the campaign. It will operate independently from the FPC, which conceived the Eat in Colour drive last year, and could have a chairman from outside the industry.
Velasco told the meeting that successful promotions had previously been run on more modest budgets, and claimed that “significant organisations” had promised to commit once the campaign had begun.