Spotting the news last week that use of the famous blue and white Cape brand will be restricted to South African fruit, I wonder whether history will see this as a watershed.
It is not because the logo, which must have cost millions of pounds to promote over the past four decades has not done its work well, alongside other powerful marques such as Jaffa. Indeed Capespan's growers by their restrictive decision have shown that they still believe it to be of considerable value. It is because the times have changed.
When wholesale markets were at their peak and there were over 40,000 independent fruiterers on the high street, brands were potent symbols expressing seasonality, freshness and even excitement.
Apart from appearing on cartons and trays alongside packhouse codes which attracted and informed prospective buyers, they were plastered on price tickets, at point of sale and much more to catch the attention of consumers.
Today retail analysts tell us the multiples have more than 80 per cent of the action, and because of this, the impact of brands has become far less.
Fruit arrives by programme straight through regional distribution centres and into stores. And these, by comparison with greengrocers' at the boom of the independent retail trade, are clinical in appearance. Supermarket signage variously labels fruit and vegetables as "fresh", "new season" or "special offer" and the source of origin is secondary.
There may still be some comfort when product is sold loose as stickers are common place - but how often are they noticed by the busy shopper? Their main value it seems is in carrying the PLU number to be input at the checkout.
As far as pre-packs are concerned, many carry highly attractive labels with descriptions, cooking instructions, Little Red Tractors, Union Jacks or "Exclusive "star bursts to complicate actual identity even further.
Marketing specialists may be able to give long and enlightened explanations of fruit brands' continuing value, but in layman's terms I believe they have become additional seals of quality. This must have been exactly what Cape, Outspan and Jaffa had in mind when these logos began to appear from other parts of the world.
It would be interesting to know exactly how successful brands have been in winning extra share. Probably the banana market is the only true example remaining.
So is the day of the (mainly) fruit brand numbered?
I hope not. But there is no doubt that the battle to get the multiples to play their part is going to continue. It could even be that as competition increases, brands will face a resurgence in being recognised as a new way to market.
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