First the cucumbers, now the kiwis

[Sigh] One step forward, two steps back…

The redtops are full of a story today about a market trader who is being fined for his kiwis being 1mm smaller than the rules for grade 2 kiwis allow. Of course “Brussels bureaucrats” are getting the blame. Now, there are a number of things here:

1) We do not ensure implementation of the rules, the countries do. So the bureaucrat in this case is British, not Brussels

2) We are trying to get the rules changed so that even if there are standards for how things can be marketed, produce that falls below those standards can be sold.

3) The standards are set at UN, not EU level: http://www.unece.org/trade/agr/standard/fresh/fresh_e/46kiwifruit_2008.pdf

3) In this particular case the fruit were on average 4g below the minimum weight for a kiwi fruit to be sold for food. Now I’m no mathematician, but I reckon that’s more than 1mm smaller than regs – in fact the regs don’t have any size requirement in them at all.

I was thinking about this case in the shower this morning (rehearsing how I would make these points to anyone that calls us…) and it occurred to me that the humble kiwifruit is a result of one of the best ever marketing campaigns – remember when they weren’t called kiwi fruit, rather cape gooseberries? That was dreamt up by the New Zealand fruit marketing people, to encourage people to buy theirs. It’s all spun back on them though, because now they’re called kiwi fruit, wherever they are from!

Quite a busy day today, not helped by my being out of the office yesterday afternoon with the hayfever. Sounds stupid, but I was having such a bad attack I couldn’t do anything except blow my nose and feel sorry for myself! Today we’re trying to place an article on Zimbabwe, have another on patient rights that needs serious rewriting, I’ve got to get in touch with the Arsenal Double Club people as it looks we’ll be able to arrange a visit to Anderlecht with the kids, been talking to the National Theatre about how we can market the European aspect of the Watch This Space festival. And then I head off to Brussels this afternoon! Looking forward to seeing everyone there again.

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Filed under Culture, Euromyths, Media, Personal, Sports

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