British Strawberry Growers Urge Retailers To Back Late-Season Surge

Retailers are being urged to maintain larger pack sizes, support promotions and continue prioritising British strawberries as growers prepare for a substantial rise in late-season volumes.

Industry-wide forecasts compiled by British Berry Growers indicate that UK strawberry availability will be significantly higher than during the same period last year, with particularly strong supplies expected over the next fortnight.

The forecasts are updated regularly and could change, but the industry body warned that retailer flexibility would be crucial to ensuring the crop is harvested, sold and enjoyed rather than left in the fields or wasted.

The expected surge follows exceptionally high temperatures and heatwaves earlier in the season, which delayed flower initiation and shifted the timing of production.

Tim Chambers, who runs Kent strawberry business W B Chambers, said the change in growing conditions had resulted in a much stronger crop arriving later in the season than anticipated.

The supply picture contrasts sharply with August last year, when shortages prompted retailers to reduce strawberry pack sizes earlier than usual.

British Berry Growers is now asking supermarkets to respond to the developing crop by retaining larger packs for longer, running suitable promotions and continuing to give British-grown strawberries priority over imported fruit.

Nick Marston, chair of British Berry Growers, said the approach would provide shoppers with good value while supporting domestic producers and reducing the risk of quality fruit going unharvested.

"Growers need retailers to get behind that fruit as it comes through," he said.

Marston warned that moving too quickly to smaller packs or switching prematurely to imported strawberries could leave substantial volumes of British fruit without a market.

British Berry Growers is encouraging retailers and suppliers to work closely together and respond flexibly to the latest forecasts when making decisions about sourcing, promotions and pack sizes during the coming weeks.