Co-op Leads Switch To 100% British Strawberries

Co-op is once again the first UK retailer to move to 100% British strawberries this season, with homegrown fruit arriving in stores this week ahead of St George’s Day and a broader seasonal rollout to follow. 

The convenience retailer said in a press release that the move marks the fourth year in a row that it has led the market on British strawberries, underlining its support for domestic growers and seasonal produce.

Co-op said it began selling British strawberries on 16 March and that demand has already outpaced last year, with the proportion of British strawberries sold up 98% year on year.

The UK strawberry season traditionally runs from early May to late September, but Co-op said its growers have been able to bring availability forward thanks to investment in crop-protection and season-extension techniques. 

Those methods include heated polytunnels during cold spells, along with biomass boilers, heat exchange pumps, and anaerobic digestion systems, which help reduce reliance on gas and oil amid higher global fuel costs.

Co-op said the move forms part of a wider push to back British seasonal produce and improve long-term resilience in the supply chain. 

In Scotland, Co-op said stores will switch to Scottish-grown strawberries once local supply is established.

Emily Young, Co-op senior buying manager, said the retailer was proud to champion homegrown fruit and veg, and worked closely with growers to extend the UK season as far as possible. 

“We’re thrilled to be switching to 100% British strawberries before anyone else for the fourth year running,” Young stated.

Co-op said it remains committed to British sourcing, backed by grower investment and a longer-term strategy to extend the availability of UK-grown fruit and vegetables in a bid to keep UK fruit on shelf for more of the year.

This season's strawberries are being sourced initially from farms in Kent, Herefordshire, Chichester, and south-west Wales, with early-season varieties including Eves Delight, Lady Isabella, Lady Emma, and BerryWorld Eve. 

As the season progresses, supply will expand into Berkshire, Surrey, Lincolnshire, the West Midlands, and Scotland, with further varieties such as BerryWorld Joyful, Eves Joy, and Lady Grace.

The range this year will include three lines, with prices starting at £2.60.