In return for selling and prominently displaying a wider variety of fresh produce, the shops in the region will receive advice from a project coordinator on maximizing profits, minimizing waste, and how to make the fruit and veg message the local community.

The scheme is important since meeting the five-a-day target can be challenging for people without access to stores selling a wide range of fresh produce.

Twelve outlets have already signed up. The aim is for another 120 to be on board by May 2009.