Geest's announcement of its deal with Thames Fruit to supply the majority of Asda's fresh produce clears a few questions up.

But as always, the refusal of certain parties to comment on proceedings creates more intrigue. What exactly does each company gain by keeping quiet, or lose by having their say?

Asda told the Journal that every party would be willing to speak to the trade press. One week later, only Asda and Geest have deemed it necessary to break cover.

The industry is talking about the prospects of every company involved in the shake-up. Maybe those involved don't yet know. Or maybe they feel silence speaks volumes for them. It doesn't, and will only encourage more conjecture.

On a more positive note, it is good to hear that Asda will be placing more fruit at its checkouts. It can never be too soon for the country's largest food sales outlets to grasp the opportunity to better promote healthy products in key areas of the store.

Pester power might not work when a parent doing the shopping is in the first aisle of the supermarket. It will when they've spent 30 minutes or more battling the crowds and will do anything for a moment's peace and quiet. An apple will shut kids up as effectively as a chocolate bar.

Tesco's commitment lies elsewhere. It talks of its duty to put customers and shareholders ahead of healthy-eating concerns. What a short-sighted and, customer-unfriendly corporate attitude. It is hard to believe Tesco produce employees would concur.