There sometimes seem to be no bounds to the imagination that drives fresh produce marketing. It was not that long ago when exotic mushrooms only appeared on expensive menus, and some customers thought that Shiitake was a breed of dog.

How things have changed: now individual and mixed packs of fungi with strange sounding names are on most of the shelves, and there are even indications that bigger is being seen as better.

Tesco is selling three King Oyster mushrooms grown in Lancashire on offer at £1 for 150g. They look almost tree trunk-like in comparison with regular Oyster mushrooms, and come together with the message that they are “robust and meaty” and there is no need to trim. Apart from stir fry, they are also tipped as being good with pasta.

Small also appeals as much as large it seems, and Asda is stocking Munchy Mini Cucumbers, grown in the UK by Steve Clarkson at £1.37 for 120g. The products are petite enough to also become snack packs and are sold under the Good Natured Salad brand name.

It is more unusual to see herbs sold loose in no nonsense bunches, rather than packaged, which is still the norm. In the same store mint, coriander and flat leaf parsley - all at 97p - are bunched up in a reminder of street market displays.

While the avocado market is dominated by Israel and South Africa, with Chile making headway, there is still room for smaller producers. Sainsbury’s is sourcing large Hass at £1.29 from the Dominican Republic.

Meanwhile, I wonder how many consumers really understand the prestigious Protected Designation of Origin scheme dreamed up in Brussels.

Full marks to Sainsbury’s as the Jersey new potato season gets underway for shedding some light through its Taste the Difference offer of £1.50 for 500g.

It points out that Jersey Royal within this category is like Champagne, and being unique, the taste cannot be found anywhere else in the world.

It may not quite be the same, but Hampshire is one of the bedrocks of the UK watercress industry. Marks & Spencer is now giving the county its due on its pillow packs at £1 for 60g.

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