Price is a touchy subject for the fruit and veg industry. The sector has been working hard to overcome its reputation for being pricey and to refute claims that a healthy diet necessarily means a more expensive diet.

So news that some of our most vulnerable consumers are cutting back on fruit and veg because of cost will come as a disappointment. That the perception of 'priceyness' persists among these demographic groups despite the promotions and base price cuts offered by the supermarkets is particularly worrying.

While some fruit and veg has indeed become more expensive over the past 12 months, research conducted exclusively for The Grocer also shows that the supermarkets ran 40% more fresh produce deals last year than they did in 2008.

So why is the message not getting through? Some of the pricing strategies arguably don't help. Produce prices can vary significantly across retailers and pack sizes, making careful price comparison essential. For example, what's the logic in having a 1kg pack of carrots go from 50p to 98p over the past year, while a 2kg pack moves from £1.07 to 76p?