Healthy eating campaigns are 10-a-penny these days, but the NFU has taken the concept a step further by creating 'Five-a-day the British Way'. The initiative has set consumers the ambitious target of eating five portions of fruit and veg every day, but doing so using British produce wherever possible.

The NFU is never afraid to stick its head above the parapet when it comes to backing British farmers and growers, but one wonders whether it's bitten off more than it can chew on this occasion. Getting the British public to eat more fresh produce is a tough enough proposition at the best of times - just witness the obesity figures - and asking them to try to do that using home-produced fruit and veg may be a step too far.

With the health of the nation its top priority, it's something of a surprise that the Department of Health has backed a campaign that would appear to limit choice.

It may be a laudable initiative, but with two thirds of the fresh produce consumed in Britain imported, it is hard to see how much impact it can have