AN APPLE a day could keep cancer at bay -- and save the National Health Service millions of pounds.

So said Robert Neame, chairman of the county's land-based sector group, as he launched a campaign for more fruit consumption.

He said there was huge potential for using fruits and plants medicinally.

Mr Neame, chairman of Faversham brewer Shepherd Neame, is also "business champion" of the enterprise hub Invicta Innovations at East Malling fruit research station -- now under threat of Government closure.

He called for support to keep the centre open, saying it was at the forefront of research to find medical solutions from fruit and plants.

He said eating fruit helped build up resistance to cancer. "There are anti-cancer properties that could be developed in a number of fruits."

An ageing population would put huge strain on the National Health Service and it was important to find "cheaper remedies or preventative measures”.

"If such remedies can be found, it will make fuller use of the plants and fruits that do not meet the standards of the supermarkets that so dominate the industry."

Mr Neame was speaking at a Kent County Council seminar "Farming in Kent -- Challenges and Opportunities."

He also urged the introduction of Protected Geographic Indicators (PGI) to designate foods from particular areas of Kent and the south east. He cited New Romney Lamb as a prime candidate for a PGI. But that would need a high-quality officially sanctioned local abattoir.

There was also a need to improve packaging "to give people the assurance that this is quality stuff”.

"We've got to change the marketing attitude onto a regional basis and get the packaging related to the marketing."

He added: "I believe Government is to blame by not insisting that the original source of produce is identified."

Sarah Ward, a Kent grower, urged the farming community to put more effort into market research and brand development.

"Stop researching into production, that's already been done," she said.

But there was criticism from Chatham-based planning lawyer Brian Kingsley-Smith for the county's structure plan, saying it was obstructive to sensible development.

Cllr Alex King, KCC Cabinet member for regeneration, said it was about striking the right balance between "preserving our Garden of England" and allowing it to "evolve and change" as a place where people could earn a living.