Fresh produce chiefs have admitted that the planned Eat in Colour campaign may not be as large as originally envisaged.
Companies that have already backed the Fresh Produce Consortium initiative will meet next month to assess progress.
In spite of winning the backing of Tesco and Asda, it remains unclear what level of support has been forthcoming from growers and distributors. These make up a significant proportion of the consortium’s membership and their support for a campaign would be crucial.
Uncertainty was increased last week when it emerged that FPC president Alan McCutchion had stepped down in December citing personal reasons.
But this week, past president Dick Brighten confirmed that plans for a campaign were still on course. He added: “We have had generous pledges from a number of organisations to allow us to put together a strategy, although it may not be of the magnitude envisaged and may be modified from the original concept.”
The Eat in Colour idea was unveiled by the Fresh Produce Consortium in September. It claimed that it had the potential to increase consumption of fruit and vegetables by 5%, worth £259m a year to the industry. It would cost £500,000 a year to run, though this could be topped up by EU grant money.
The consortium has been forced a number of times to extend its deadline for companies to pledge their support to the initiative.
Brighten said that the delay in launching the drive had been caused by “operational factors”.
David Shapley