With official figures revealing that UK consumption of fresh vegetables has fallen to a 10-year low, British supermarket major Tesco and the Imperial Cancer Research Fund have linked up in a bid to encourage consumers to eat more fruit and veg.

Medical evidence suggests that 30% of cancers could be avoided with good dietary habits, according to Tim Mason, marketing director at Tesco, and “as the UK’s leading food retailer we have a responsibility to tell our customers this.” During July, in store promotions such as recipe ideas and free tastings will reiterate to Tesco customers that scientists recommend at least five portions of fruit and vegetables a day for good health.

Dr Tim Key, a senior scientist for the Imperial Cancer Research Fund, welcomed the Tesco tie-up as a logical move because it targets consumers at the point of sale, when they make decisions about consumption.

Tesco meanwhile said that this is the first time a supermarket has directly addressed the diet and health debate.