Some labels, it seems, have more success than others. Lidl is highlighting its Lincs-sourced broccoli heads at 69p, with the additional information that it is Red Tractor Week.

The logo identifying the Assured Produce Standard, for which the National Farmers’ Union can take credit, has been around for some time. But just how much this is recognised by consumers is open to debate.

And the country of origin for some products is even less easy to identify. It only became clear that Tesco’s loosely bagged baby aubergines at £1.36 per pound were from Kenya following an enquiry.

The concept of identifying our counties as part of national fresh produce branding continues to catch on. Norfolk is now designated as a source in Tesco’s Finest tomato range, with Temptation on the Vine at £2 for five or two packs for £3.

There are examples of where the Union Jack does the job, with Marks & Spencer using it on its local English apple selection. One variety grown in Kent - Galmac - is £1.99 for four.

With a wide range of melons taking up more shelf space, the concept of providing more information to make the variety special is also another aspect of packaging that now seems to have found favour.

Asda is netting Super Sweet Brazilian Yellow Honeydew at £2.50 in its Extra Special category. While the fruit is also circled with a smart band in dark blue and white lettering, it also somewhat unusually even provides the packaging weight at approximately 10g. A new taste experience has also appeared on its shelves adding to the range of marinated cocktail beetroot at £1.28 per 100g, with the flavour defined as raspberry and mint. -