Farmers and growers should be given the opportunity to maximise production and increase supplies of in-season produce, says the NFU.

NFU horticulture board chairman Sarah Pettitt will gave a speech at the Re:fresh conference to outline her vision of how British producers can help to meet the growing demand for food by 2030 while impacting less on the environment.

She will also call for Government to set a target for its five-a-day fruit and vegetable campaign to encourage consumers to eat healthily.

Ms Pettitt said: “It is inevitable that consumers would continue to expect to source fruit and vegetables all year round and we know that UK growers are up for the challenge of increasing their supplies for produce seasonal fruit and veg.

“I also believe that it is crucial that the nation increases its consumption of fruit and vegetables, not least to cut the £7billion a year that poor diets cost the NHS. With this in mind I want to see a target set by government for when the nation should be expected to secure its five-a-day fruit and vegetable consumption commitments. A clear road map will help demonstrate how this will be achieved.

“The cost of a poor diet to the nation, particularly in this tough economic climate not to mention the premature deaths that could be avoided, makes it all the more imperative that Government and industry works in partnership to ensure that we promote healthy choices for consumers.”