The UK vegetable industry would be wise to make its produce appear sexy and fashionable if it wants to increase sales, according to Alex Bingham, spokesman for the Brassica Growers’ Association (BGA).

Speaking at a Brassica Conference hosted at HRI Wellesbourne, Warwickshire, Bingham said that the UK should use bolder advertising such as that currently appearing in Denmark, which features an image of a man and woman, both made of fruit and vegetables, having sex. The tagline reads “six times a day”.

“I don’t believe for one minute that we could use such a campaign in the UK,” he admitted: “But there are opportunities that we could take advantage of.”

According to the Fresh Produce Journal, the advert prompted a 16% increase in sales of fresh produce in Denmark.