British Berry Growers Split On Confidence And Retailer Relations

An audit conducted in August 2025 by British Berry Growers (BBG), representing around 95% of UK berry producers, reveals a sharply divided industry — with some growers showing renewed optimism, while others contend with mounting pressure.

Key findings show that 34% of growers are considering reducing or exiting berry production entirely. Meanwhile, just 48% report making a profit and only 39% expect to remain profitable in 2026. A substantial 43% describe their financial health as “bad or extremely bad”.

On the confidence front: 22% of growers say they are feeling more confident about the future, up from 8% two years ago, while those feeling less confident have dropped to 42%, down from 68%.

However, relationships with retailers continue to weigh heavily. The survey found that 61% of growers believe supermarkets “buy only on price, it’s not a partnership” — up from 40% in 2024. Also, 32% say their retailer relationship is the worst it’s been in the last decade, compared with just 8% two years ago. On a more positive note, 10% of respondents say their relationship is now a “true partnership”, and 15% believe it is “the best it’s been” — categories not even present in the 2023 survey.

Investment intentions have improved: 39% of growers plan to increase investment — a significant rise from 4% in 2023 — while the proportion looking to scale back investment has dropped to 49% from 68%. Meanwhile, 58% of those surveyed believe the berry industry is performing worse under the current Labour government compared with its predecessor.

BBG Chairman Nick Marston commented: “While a significant number of growers are scaling back or leaving, others are looking to invest and adapt, pointing to a split between businesses retrenching and those trying to push forward.” He added that despite strong sales of British strawberries, raspberries, blueberries and blackberries in 2025, the industry faces persistent challenges around labour, production costs and regulatory burdens — especially for smaller growers.

Marston also called for closer collaboration between growers and retailers to maintain fair pricing, and urged government support via planning law reforms and simplified auditing processes to bolster the sector’s long-term stability.