Reform is on the cards for the EU's €1bn-a-year fruit and veg subsidy scheme.

The European Commission launched its proposal to raise the competitiveness of growers and consumption of their produce last week.

"Fruit and vegetables have a crucial role to play in improving people's diets," said EU commissioner Mariann Fischer Boel.

"It's also important farming does all it can to protect the environment."

The Commission will raise its funding rate to 60% of promotional activities aimed at school children and adolescents and give more support to producer organisations.