Does size matter? It does in the modern retail war

Nature dictates that fruit and vegetables grow to different sizes, resulting in a wide range of descriptions when they appear on the shelf.

So far so good, although there might be some advantage to the customer if there was some common ground among retailers as to what consistitutes large, medium and small.

On Tesco’s citrus counter there are now nets of “giant” oranges arriving from South Africa, which gain the definition with vital statistics of 87-92mm. The Midknight variety is priced at £2.19 for four.

There has always been less distinction when it comes to courgettes, which can be the mini variety or the size of small marrows at this time of year.

Sainsbury’s has added interest with a definition of Spanish-grown textures and tastes. Baby courgettes, sized at £1.88 for 200g, are “delicate and nutty”, while moving up the scale a larger product is described as “smooth and creamy” and is priced at £1.78 for 500g. As an aside, exactly the same in the organic range costs £1.98.

Slogans, of course, have become part of marketing, and Lidl has pushed the boat out with information on a 200g pack of Spanish Padron Sweet Peppers under the Surinver brand at 99p. While there is a suggested recipe on the front, it was the esoteric message in four languages on the back of the pack which caught my eye: “What is the taste of your life?”

I suggest any answers are sent to Avda de la Co-operativa, Pilar de la Horadada in Alicante.

Another twist appeared at Marks & Spencer, which has come up with a unique way of supporting a good cause.

Its exclusive Amelia apple variety has returned to shelves, dedicated to the memory of the daughter of one of the retailer’s colleagues. Priced at £1.99 for four, 20p of every sale is being donated to Great Ormond Street Hospital.

The fruit, which looks like Golden Delicious, is being grown in Kent by Robert Hinge.

And on the celebrity chef trail, I note that in Tesco the branded Irish mushroom range grown by Monaghan and endorsed by Paul Rankin, which was reported last month, has expanded. The retailer is now offering an alternative to the spicy tomato and herb sauce, with the arrival of a garlic and herb variant.