British Berries Reap Strong Retailer Support This Season

Several major UK supermarkets are actively backing British-grown berries over imports this season, including strawberries, raspberries, blueberries, and blackberries, as growers face cost pressures.

Retailers are strategically strengthening domestic produce sourcing by reinforcing their commitment to British growers and farmers through long-term partnerships that offer supply chain resilience.

Added to that, this year’s early British berry crop is leading to less reliance on Spanish and Moroccan imports after a warm spring boosted domestic availability of sweeter, high quality fruit.

Grower investment in techniques that help protect and advance berry crops is also contributing to an extended British berry season, thereby supporting local sourcing for retailers.

Sainsbury’s

Sainsbury’s said it became "the number one buyer of British berries" for the season so far last week, purchasing 305 tonnes, according to data from British Berry Growers.

The move follows the expansion of Sainsbury’s long‑term supplier partnerships earlier this year, giving British growers the confidence to plan and invest for the future. 

“It also means we can bring more British produce to our customers, working with our British berry suppliers early in the season to make sure customers can enjoy British berries as soon as possible,” the retailer said on social media.

Sandy Booth, owner of New Forest Fruits Company, said backing from Sainsbury’s has been essential to help the business invest and expand the farm to ensure the best product quality for the future.

Co-op

Co-op has made the strongest public commitment to British berries to date this season, becoming the first UK retailer for the fourth year running to switch to 100% British strawberries.

Sourcing from farms in Kent, Herefordshire, Wales, Scotland and beyond, the retailer has nearly doubled its British strawberry volumes year-on-year, with volume already up 98%.

Co-op said the move is part of its commitment to supporting British seasonal produce and working with growers to extend the season, helping to build longer-term resilience and food security. 

“We’re proud to champion homegrown and seasonal fruit and veg on offer across our stores and work incredibly closely with our producers and growers to extend the UK season as much as possible,” commented Co-op Senior Buying Manager, Emily Young.

Tesco

Tesco is heavily promoting UK-grown strawberries and expects to receive around a million punnets of British fruit weekly during peak season. 

Tesco stores in Surrey, Kent, Herefordshire and London have already switched to British supply.

The retailer’s strawberry buyer Callum Baker said if the weather stays “relatively good” Tesco will see UK-wide availability of British grown strawberries by mid-May. 

Aldi

Aldi is selling 100% British-grown blackberries across all its stores from 21 May in partnership with supplier Driscoll’s as part of major seasonal shake-up to improve quality and consistency.

The move marks a shift away from imported supply, with the retailer previously sourcing blackberries from countries including Spain, Mexico, and South Africa. 

Aldi said it expects to sell more British blackberries this year, with flavour set to be “better than ever”.

Ocado

Ocado launched an early-season British strawberry programme with UK-grown BerryWorld fruit from Herefordshire farms beginning in March, offering 100% UK-grown strawberries a month early.

“Ocado’s long-term partnerships with UK growers and investment in advanced growing techniques means the retailer can offer ultra early-season strawberries, even after cooler weather in previous months,” explained Maria Thomasson at Berryworld. 

“The first batches of strawberries from Berryworld will come from heated tunnels, instead of glasshouses.”

Marks & Spencer and Waitrose have also expanded their seasonal British berry ranges in recent years, highlighting regional growers and ‘picked in Britain’ labelling.

Supermarket Backing Crucial This Season

Industry organisation British Berry Growers says retailer support matters more than ever this season because many UK berry businesses are under financial strain from energy, labour, and production costs.

“As we move into the peak season, it’s important that these pressures are recognised across the supply chain,” noted Nick Marston, Chairman of British Berry Growers.

The combination of cool nights and warm, sunny days has created the perfect conditions for an earlier homegrown crop of sweeter, full-flavoured berries to supply UK supermarkets this season. 

“Thanks to these ideal conditions, we’re expecting a 30 per cent increase in strawberries coming off our farms,” said Hall Hunter Commercial Director Neil Donaldson in late April. 

“It’s a fantastic start to the UK strawberry season, and we’re hopeful these great conditions will continue.”