A new study by berry grower Driscoll's reveals British cherries are the preferred choice for 91% of consumers, with a significant 76% citing their support for British farmers as a key factor in their decision.
The survey, conducted amongst British cherry shoppers, further highlights the importance of taste and freshness, with 89% prioritising these qualities.
The research also found that British cherry varieties outperformed their international counterparts, occupying seven out of the top ten spots. Notably, these cherries boasted exceptional sweetness, with Brix levels reaching as high as 26.
This data underscores a growing trend towards supporting local suppliers, many of whom contribute to Driscoll's market.
Iain Furness, MD of French Garden, a wholesaler at New Covent Garden Market, expressed optimism about Driscoll's renewed focus on UK wholesale markets.
Furness emphasised the positive impact of Driscoll's collaboration with the market, citing their commitment to investing in new facilities and promoting the brand.
This strategic partnership is expected to attract more suppliers and customers to the market, bolstering its reputation and paving the way for a mutually beneficial relationship.
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