A cardboard insert on in-store packaging identifies trays of specially selected varieties which have to conform to a vigorous quality check not only on size and skin finish, but judged to be the best eating quality available. The branding has mainly been used during the summer to identify ready-to-eat French peaches, nectarines and apricots, and it is now in place on South African and Chilean fruit sold in the spring. Andrew Sharp, Marks and Spencer technical manager, produce, said that Sunburst, which in effect has become an M&S sub brand, had proved successful in allowing a premium to be charged. "It provides true value to our customers and returns more to our selected growers." Marks and Spencer has redesigned the PoS material in black and gold to give it greater on-shelf presence. Sharp added: "The market for selected fruit is becoming more competitive. This is another way of us differentiating the fruit we choose that is the very best. We even ensure the crop is picked from parts of the tree where growing conditions are at their optimum." Soft fruit is the next candidate likely to be marketed under the concept, he added. {{FRESH PRODUCE }}