"Root vegetables are increasing in sales value but declining in volume," he said, pointing out that the UK-grown crop slipped from more than 60 per cent of UK carrot sales in 2011 to 56 per cent in 2012.
The growth of convenience stores is meanwhile leading to little-and-often shopping, which favours smaller pack sizes. "Kilo and half-kilo packs haven't changed in years. We need to look at that," he said.
"But cooking from scratch is in growth. We need to demonstrate different ways of using them beyond carrot-and-coriander soup and carrot cake. We need creativity, innovation and change."