FPC chief executive Nigel Jenney said such a body would enable the industry to speak to consumers with a single voice.
The previous bureau, which was funded by voluntary subscriptions from suppliers and retailers, lasted 21 years and provided the media with information on fresh produce
seasonality and trade contact points.Its work was applauded by growers, distributors, marketing organisations and multiples. It floundered through lack of financial support and closed down in 2000.
Jenney said renewed awareness of the role of fresh produce as part of a healthy diet meant it was an opportune time to revive such a body.