The Eat Seasonably campaign has been launched

Gregg Wallace 's comments about peas and strawberries come on the back of a study by Eat Seasonably who found a quarter of 16 to 24-year-olds think peas are in season all year, compared with just 4 per cent of those aged 55 or over.

Eat Seasonably is the first campaign from a new initiative called We will if you will, a non-profit project spearheaded by Dame Fiona Reynolds, Director General of the National Trust, and Ian Cheshire, Chairman of B&Q. The initiative aims to deliver a series of new and unique collaborative efforts between business and civil society to encourage the mass mobilisation of individuals towards more sustainable lifestyles.