Tesco supports Eat in Colour

Tesco has pledged £25,000 a year for the Fresh Produce Consortium’s three year Eat in Colour PR campaign.

The move means the scheme, which was put forward in a proposal to the industry in September, now has the backing of the UK’s top two retailers, following Asda’s decision to support the venture back in October.

The FPC needs to raise £500,000 a year for the life of the campaign, which aims to use the vivid colours of fruit and vegetables to appeal to consumers and will also provide an over-arching link for existing promotional activity, such as 5 A DAY.

Peter Durose, Tesco produce category director, said: "We wanted to be part of this industry-wide initiative to help make it even easier for customers to live more healthily. This campaign will help raise awareness of the importance of fresh produce and do it in a fun, impactful way. We encourage as many other retailers and suppliers as possible to get behind it."

Nigel Jenney, chief executive of the FPC, welcomed the news: "We are delighted that Tesco has pledged its support for this campaign. We urge the whole of the fresh produce sector to follow its lead."

He said the campaign was beginning to gather pace, but that did not mean the funding was in the bag yet. "We’ve had strong support from a wide range of businesses, but we need to hear from everyone – growers, packers, wholesalers, importers, retailers – if we are to go ahead with the campaign. Do not assume that others will do it on your behalf."