The Eat in Colour initiative to boost fresh produce sales is finally set to launch - more than a year after the concept was floated.

It has been given new impetus by the appointment this week of Anthony Levy as chairman.

The Fresh Produce Consortium, which is leading the campaign, described Levy as a highly respected consultant. His career has focused particularly on the energy industry, although he comes to Eat in Colour from Bromley NHS Trust.

The FPC is relying on Levy to turn the campaign into a success after a year of negative headlines resulting from apparently reluctant retailer support.

Only half the retail industry has pledged money, including Tesco, Asda and Somerfield, but the consortium is hoping to get other stores involved.

Funding has not reached the £500-a-year target but is sufficient for a three-year promotion.

Levy said the first task was to finalise the campaign's strategy. "The core aim will be to build confidence and inspire use by driving home the idea that fruit and vegetables are

delicious, easy to prepare and nutritious. Helping parents encourage their children to eat more fruit and vegetables is also key."

The first sign of Eat in Colour will appear in participating retailers in the New Year, with heavy press promotion before Christmas.

A spokesman promised a variety of ideas designed to enthuse people about fruit and vegetables. "Instead of being daunted by the array of fresh produce in front of them, we want to equip shoppers to make sense of it all. Consumers have got the message on five-a-day, but it's a question of what they do with it."

As a generic campaign, Eat in Colour stands to benefit all sectors of the industry, he added. "Anybody who retails fruit and vegetables stands to gain - I don't expect the campaign to steer people to different outlets."

A Tesco spokesman said: "We are pleased an appointment has been made."