While the orange market is dominated by Navel and Valencia Late and their various sub-species, the opportunity to present something different still has an attraction for the major multiples.

Over the past few weeks several have been arriving and Waitrose has gone for Tunisian Maltaise Sanguine, heralded as the “Queen of Oranges” -an accolade first awarded by the French - at £2.49 for four.

Probably originating in Malta - hence the name - many experts have gone on record claiming it has the finest quality of any non-Navel variety, because of its flavour, high juice content and being virtually seedless.

However, in my own memory banks, there are records of problems when I first came across the variety in the 1960s. The fruit was so tender that waste levels were particularly high, so I hope section managers have been told to keep a close eye on displays.

After a somewhat shaky start, golden kiwifruit are now an accepted part of the range, but do not often appear under a private label. Lidl, however, has Italian fruit arriving under the Kiwata Gold brand at 50p for two (210g), packed in a mini carton which also trumpets the name.

Staying on identities, I would imagine that not many consumers are aware of different varieties of blueberry, despite the fruit’s substantial market growth.

Tesco is bringing in new season fruit from Spain, at £3.49 for 150g, and boldly adds the information that they are called Atlantic Blue on the label, rather than the usual smaller printed version.

The fact that produce comes in all shapes and sizes also provides opportunities to differentiate.

Figs are a case in point, and M&S is identifying its airfreighted South African arrivals as “Babies”. They are appearing at £2.49 for 180g in its Perfectly Ripe range.

Courgettes are another line that range from finger size to something akin to a marrow, although Waitrose, to be different, has the round variety grown in Spain at 79p each.

The fact that Peru can grow three crops of asparagus a year is evidenced by the virtual non-stop stream of supply, supported by Thailand.

As a result it must be a competitive market to crack, but Sainsbury’s is offering Mexican “tips” as an alternative, priced at £2 for 100g.

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