The whole of the supply chain must do more to increase the consumption of fruit and veg by British consumers, from trying innovative new packaging to better promotions, the NFU has said.

NFU horticulture board chairman Guy Poskitt, who was speaking at Fresh Produce Journal Live in Leamington Spa today, said it was essential that consumption should increase from the current average of less than three portions per person per day.

Speaking after the event, Mr Poskitt said: “It is vitally important that we work together across the whole supply chain to influence consumers into eating more fruit and vegetables. On average, we’re consuming less than three of the recommended five-a-day, despite the fact that fruit and vegetables play a critical role in improving the health of the nation.

“We need more innovative ways of packaging and promoting our produce, to make it easier for consumers to know what a portion size is and how they can incorporate it into their diet. And we need retailers to stock more fruit and veg snack packs in store, in prominent positions that might encourage impulse buying.”

Mr Poskitt also used the opportunity to promote the benefits of a shorter supply chain – especially important given the horsegate scandal, the rise of the discounters and the introduction of the Grocery Supply Code of Practice.

“Shorter supply chains give growers a unique opportunity to build closer ties with retailers and tackle some of the longstanding practices that have been damaging their businesses.

“We’re not talking about getting our own back. This is about building mutually beneficial relationships that provide longevity and stability to suppliers while providing the retailers with the product that customers want to purchase.”