The value of the government's commitment to further funding for fruit and ñ in smaller volumes ñ vegetables for the nation's schoolchildren is sadly under-estimated by this industry.

The companies that have directly benefited are understandably vocal in their praise of the scheme. Those that have lost on contracts to date though, have resorted to bitterness and must overcome their disappointment and refuse to lose sight of the long-term potential for consumption.

No-one said an explosion would happen overnight. While the cut-throat nature of business allows little time to gaze at far horizons, everyone who believes they will be around in five or 10 years time stands to reap the rewards.

There have been articles by a nutritionist in the national press decrying the initiative as a “ludicrous” waste of money. As usual, the response from the industry that stands to gain most has been deafeningly silent.

The danger here, particularly with a government that is notoriously flexible in the face of public opinion, is that a project that could in effect save a large proportion of the fresh produce trade will be consigned to the dustbin long before its potential benefits are brought to the fore.

To avoid this almost inevitable eventuality, all levels of the trade, from supermarket down to producer, should make themselves heard in a very public manner.

Health has rarely had a more prominent place in the nation's conscience. For an industry that has been in need of resuscitation, this breath of fresh air surely cannot be wasted.