UK retailer Sainsbury's has claimed a new record in the rush to sell the first strawberries of the new domestic season with the arrival of the first tray of punnets at its store in Hull.
The strawberries were given the final all-clear last week by expert grower Peter Overvoorde, owner of the East End Nursery in Keyingham, just 15 miles away from the store, and officials from the Summer Fruit Company, suppliers to Sainsbury's.
The fruit, which is being marketed as part of Sainsbury’s Taste the Difference range, was planted at the end of 2007 and grown in glasshouses near the coast, where light conditions are said to create optimum growing conditions.
According to Mr Overvoorde, one of the sunniest Februaries on record has contributed to the record-breaking early arrival of the crop.
Phil Finegold, general manager of Sainsbury’s Hull said: 'We're delighted to be the first supermarket to stock British-grown strawberries this year and it's an honour to have them in our store. After a week of gales and rain, it's great to celebrate the approach of summer with one of the most famous summer tastes.'
In the past, the British season was limited to eight weeks in June and July, but new developments in glasshouse technology have enabled growers to extend the season considerably.
Around 60,000 tonnes of the fruit are grown in the UK each year, with an estimated 30 tonnes eaten at the Wimbledon tennis championships alone each year.
Stocks of new season strawberries will begin to arrive at Sainsbury’s stores throughout the UK in the next few weeks as the season begins in earnest.
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