Endorsements by celebrity chefs have brought about a change in the fortunes of the humble cabbage.
There has been a boost in sales of half a million extra sold across all retailers in the past three months compared with a year ago, due to the sleb chef effect.
Could be that the mushroom could do with some of the same effect to help keep demand for the produce buoyant.
What used to be called the Delia Effect is worth more than any promotion via government outlets.
