Stronger late-season crop caused by extreme heat risks going to waste without flexibility from retailers
British strawberry growers have urged retailers to maintain larger pack sizes and continue prioritising home-grown fruit as a substantial increase in crop volumes is expected over the coming weeks.
According to a forecast from industry body British Berry Growers (BBG), UK strawberry availability is anticipated to be significantly higher than the same period last year.
Tim Chambers, who runs strawberry grower WB Chambers in Kent, said: “The exceptionally high temperatures and heatwaves experienced earlier in the season delayed flower initiation. This shifted the timing of production, and we are now expecting a much stronger late-season crop.”
With supplies expected to be particularly strong over the next fortnight, growers have emphasised that retailer support will be essential to ensure the fruit is picked, sold and enjoyed by consumers.
Nick Marston, chair of BBG, said: “This year, the latest forecasts indicate that considerably more British fruit will be available during this important late-season period.
“We are asking retailers to respond to the crop as it develops by maintaining larger pack sizes for longer, supporting appropriate promotional activity and continuing to prioritise British strawberries,” he added.
Moving too quickly to smaller packs, or switching prematurely to imported strawberries could leave substantial quantities of British strawberries without a market, the industry body added.
BBG is encouraging retailers to work closely with suppliers and respond flexibly to the latest crop information when making decisions about pack sizing, promotions and sourcing over the coming weeks.
“This will offer shoppers excellent value, support British growers and reduce the risk of good-quality fruit being left unharvested or going to waste,” Marston added.
