Fruit and veg is currently the fastest-growing sector in Scotland, which is good news for growers and retailers seeking to improve their regional purchasing policies.

Its success is down to the fact that it ticks the right boxes in terms of health, convenience and provenance, according to Maggie McGinlay, director of food and drink at Scottish Enterprise.

"A lot of investment has been put in by the industry to promote these aspects and to be more innovative in terms of product presentation and packaging, and it seems to be paying off," she says.

Albert Bartlett's Rooster potatoes is a good example of the sort of forward thinking and innovation, that has led to increased sales. "The Rooster is a great tasting potato and a good all-rounder," says managing director Ronnie Bartlett, who started selling them in the early 1990s at a rate of 35 to 40 tonnes per week.

Six years ago the company overhauled the packaging and branding to give Rooster potatoes a new look. "We put recipes on the packs, gave them a more sexy image and introduced them to all the major retailers. As a result, sales increased to between 600 and 900 tonnes per week," he says.

The company has just signed a deal with Kettleby Foods to produce an eight-strong range of prepared Rooster brand potato dishes, including mash, rosti and an organic product. These will be rolled out in major retailers in September. Bartlett describes the move as "an exciting development, which will give our potatoes an even greater following".

Fruit growers have also seen sales growth - albeit fluctuating. Sixteen of Scotland's soft fruit growers market their produce through Berry Gardens. The farmers grow blueberries, gooseberries, raspberries, strawberries and redcurrants, the majority of which are prepacked fresh for major UK retailers. Raspberries are also frozen for sale in Waitrose and Marks & Spencer.

UK-wide, consumption of soft fruit is rising, with strawberries up 10%, raspberries up 17%, blackberries up 19%, and blueberries up an impressive 32% on last year. But though consumption is up overall, sales through July were down for strawberries and raspberries because of poor weather, according to marketing executive Julie Graham.

"People see soft fruit as a summer option, especially for eating outdoors at barbecues or picnics, but the weather has put a stop to that over the past few months," she says.

Grower Peter Thomson of Thomas Thomson Blairgowrie says soft fruit has been slow to grow in Scotland this year, despite 90% of the country's production being under polytunnels. "We can only hope for an extended season so we can pick an overall volume, which is similar to last year," he says.

Sales of herbs, however, are going well and Robert Wilson, owner of Scotherbs, says his company is pulling out all the stops to capitalise on the growing demand. "We are now involved in an advertising campaign, along with six other large growers in the UK, to raise the profile of fresh herbs and increase the frequency of purchases," he says.

The campaign aims to spread the message that fresh herbs are accessible and easy to use, even if consumers lack the confidence or time in the kitchen.

The trend towards healthy eating and also healthy snacking is helping to drive fruit and vegetable sales in Scotland's independent and convenience stores, according to Gordon MacRae of the Scottish Grocers

Federation.

In partnership with the Scottish Executive, the federation launched a Healthy Living programme two years ago to promote healthier eating to consumers. "It's all about making healthier choices available and getting their position right in store," says MacRae.

So far, the programme has produced impressive results. Sales of fruit and veg have risen up to 62% , which has encouraged retailers to reposition this category closer to the front door.

"There has also been an overall increase in sales of fruit compared with confectionery when it is positioned at the checkout, which is good news for the health message," he adds.n

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