Should future horticultural authors ever decide to trace the 21st century history of the humble spud, the last few years will reveal a major change in the way the crop is retailed.

Not only are varieties identified as fit for specific cooking purposes, but branding has emerged alongside.

One of the latest at The Co-operative is the Jazzy multi-purpose potato at £1 per 500g. Described as both “The small potato which likes to show off” and “The small potato with a big personality”, it comes from Preva Produce in Norfolk and even has its own website at www.jazzypotato.co.uk.

At this time of the year traditional autumn fruits come into their own, although berries can truly be said to have now joined this category. Waitrose is stocking branded Shropshire Prince damsons by Wilkin and Sons – famed for its Tiptree jam label – priced at £1.69 per 250g.

Sainsbury’s has also added home-grown Cantaloupe melons to its range at £1.75, or two for £3, with the colours ranging from dark green to the traditional shades of tan.

Despite the well-established English apple crop being down, there are still lesser-known names to be had. Tesco is offering Scrumptious in its Finest range at £2.75 for six apples.

Staying with top fruit, there was a time when Australia had a major role in providing the UK with white-fleshed pears. Asda will have raised a few memories in the trade with the arrival of ready-to-eat Packhams at £1.75 for four.

Marks & Spencer is continuing to expand its grape range with a new white variety which has found favour in the US called Cotton Candy at £2.99 per 400g. They are only available for a limited amount of time. —