Although thunderstorms are beginning to make their presence felt, suppliers and retailers are still reporting strong sales of fresh produce with UK consumers becoming more adventurous and pushing up sales of exotics.
At Waitrose, own-range salad sales were up 43 per cent and tomatoes rose 46 per cent as a result of the heatwave. Interestingly, sales of exotic fruit rose by 60 per cent too.
Rupert Thomas, marketing manager at Waitrose, said the results have been outstanding.“The scorching temperatures continue to give us incremental sales, as shoppers stock up on food and drink for alfresco dining. This, combined with the celebratory mood at England's success in the first Ashes test, led to another very strong week of trading with total sales (excluding petrol) up by 16.4 per cent on last year for the week to 13 July.”
Meanwhile, Scottish soft-fruit marque Scotty Brand has been feeling the full effects of the scorching weather with its strawberries and raspberries flying off the shelves.
In the last week, Scotty Brand says it has sold more than three times as many of its Perthshire strawberries than during the same period last year, in total more than 500,000 punnets. Chief marketing manager for the brand, Michael Jarvis, said: “Strawberries and sunshine go together very well and we’re delighted to have been able to supply top-quality Scottish berries to shoppers this summer. The weather definitely helps but customers really appreciate the freshness and quality of our produce as well.”
The fruit is grown and packed in Scotland by the 115-year old Bruce Farms, which are now managed by the third and fourth generation father and son team Bill and Geoff Bruce.
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