He is due to speak at the joint Horticultural Development Company/Stockbridge Technology Centre conference - Selling a Healthier Future: Strategies for Increasing Consumption of Fruit and Vegetables in the UK.
Jenney told HW that while some campaigns are enjoying great success on an individual level, the fresh produce industry is not, on the whole, gaining the market share in the food industry it deserves.
He added: "The individual campaigns are very successful but overall consumption is not growing so the generic promotion of fresh produce is essential."
Food Dudes co-ordinator Pauline Milne, who is talking about the programme at the conference, said a valuation in Wolverhampton showed the programme was very effective in consistently increasing fruit and vegetable consumption in primary school-aged children.
She added: "It is most effective with the poorest eaters - children who ate no fruit or veg at the start of the programme."
The medical evidence behind why people need to eat more fresh produce will be debated by speakers at the conference, which will also be addressed by Haymarket Group chairman, Lord Heseltine.
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