He told delegates at the BLSA conference that "recession panic" is abating, with people realising that "life is too short to eat cheap food". This means, he said, that supermarkets will be looking for improved quality as their own-brand premium products become more popular.
"People are buying (bagged and whole salad) more frequently. It's a habit - you should all be smiling. The market's value is up 4.3 per cent and worth £22.4m," he said.