Berries have become the leading fruit category¹ over the last 12 months, according to industry analysts Kantor World Panel.  Whilst the volume of fruit is growing at just 3.1%, berries are growing at 11.3% and strawberries in particular at 11.8%². 

May 1st marks the start of the British strawberry season and in spite of a cold start to the year which had looked set to delay the start of the British season, the recent warm weather has meant that supermarkets will be receiving a good supply of home grown strawberries on schedule, in fact over 50% of berries sold next week in supermarkets will be British and by late May 100% will be British.  

According to British Summer Fruits, the berry industry body, the recent combination of warm days and cool nights, has resulted in good yields producing excellent tasting berries. The warm weather has even managed to produce berries from the industry’s most Northerly UK commercial grower in Montrose, Scotland, earlier than ever before.

The strawberry season is expected to reach its maximum tonnage in June with a second peak to follow in mid August, and then to continue at reducing levels through August and September and into early October. Industry experts are forecasting a rise on last May’s record strawberry sales which doubled in comparison to the previous year³.

General predictions for the British season are more volume, more growth and more availability this summer. Due to advancements in varieties, an extended season, and improved varieties developed in the last few years, consumers can expect to see a wider selection of British berries this year including premium and organic varieties on the supermarket shelves.

Laurence Olins, Chairman of British Summer Fruits said, ‘The sales increase is an encouraging sign ahead of what we predict will be another strong season which has been boosted by the recent warm weather.   We hope that customers will continue to enjoy British berries from now until the early October with another high quality crop on the way following last year’s success across British strawberries, raspberries, blueberries and blackberries’.

British strawberry varieties available in supermarkets this season include Ava, Elsanta, Sweet Eve, Eve’s Delight, Driscoll's Jubilee and Camarillo.

-ENDS-

Notes to editors –
¹ The category includes Soft Fruit, Citrus Fruit, Stone Fruit and Top Fruit (apples and pears)
² Kantar World Panel Data, Soft Fruit Category in Volume, 52 week ending 21st March 2010
³ British Summer Fruits Members Data, w/c 25th May 2008 

About British Summer Fruits  
British Summer Fruits is the UK body dedicated to the promotion of British-grown soft and stone fruits. We comprise of the leading soft fruit suppliers who represent the majority of British growers. Together we account for over 90% of all homegrown fruits supplied to the UK's leading supermarkets. British Summer Fruits runs a consumer campaign called Seasonal Berries which highlights the health benefits of berries. www.seasonalberries.co.uk      

For more information contact
Hannah Nicholson or Jenna Worthing at Sputnik Communications
Tel: 020 7439 2780