Retailer lists cut-price 1kg boxes of both fruits to help clear extra UK volumes following heatwave
Tesco has reduced the price of its strawberries and cherries following a flush of fruit brought on by favourable growing conditions in recent weeks.
The surge in production has left many UK growers with more fruit than they anticipated, and in an effort to sell the extra volume, Tesco has listed 1kg boxes of both strawberries and cherries at a discounted price.
Kilo boxes of strawberries went on sale for £4 each at more than 750 Tesco stores, while 1kg boxes of cherries were launched at nearly 850 UK stores, priced at £5. A 400g punnet of cherries costs £3 at Tesco so to buy a kilo would normally cost £7.50.
Last year, shoppers bought more than 87,000 tonnes of British strawberries, with the strawberry industry now worth more than £769 million to the British economy, according to Kantar.
Prolonged sunshine, extra daylight hours, and low rainfall have boosted volumes in growing regions across the UK, including Kent, Norfolk, Herefordshire, Lancashire, Scotland and Herefordshire.
Alastair Brooks, managing director of Langdon Manor Farm which is based near Faversham in Kent, said: “Following a mild, settled spring, we have experienced prolonged sunshine, extra daylight, and very little rain in the last few weeks.
“This has resulted in an abundance of healthy, perfectly ripe, extra sweet strawberries. After a wet Jubilee weekend, we are excited to be able to finally celebrate the British strawberry season.
“With a few extra tonnes of strawberries being available we are thankful for Tesco’s support at this time.
“It allows us to minimise wastage and get more of the very best, high-quality and nutritious Driscoll’s Zara Strawberries packed, picked and distributed to stores ready for consumers to enjoy.”
Tesco berries buying manager Laura Mitchell added: “The heatwave has brought on the strawberries faster than expected with many growers seeing production about 10-15 per cent higher than normal for this time of year. We’re very happy to help out our British growers.”