Retail Price Pressure Threatens Future of British Berries

British berry growers are warning that the future of UK production could be at risk unless supermarkets move away from relentless price pressure and rebuild proper partnerships with suppliers.

The UK berry sector is worth more than £600 million in gross value added and supports more than 16,000 jobs. Yet despite its economic importance, growers say confidence remains fragile and retailer relationships are under increasing strain.

The warning follows the latest annual grower survey from British Berry Growers, which represents 95% of UK berry producers. It found that 34% of growers are considering reducing or leaving berry production altogether, while 61% believe supermarkets buy on price rather than partnership — a sharp rise from 40% in 2024.

The findings, as reported by Fresh Plaza, paint a worrying picture of an industry that is productive, innovative and vital to British shoppers, but increasingly squeezed by rising costs and tough commercial pressure.

Nicholas Marston, Chairman of British Berry Growers, said the 2025 season had benefited from warm, dry conditions and good light levels. British strawberry production performed strongly, with members producing 10,000 tonnes across 2,500 hectares last year — an 11% increase on the previous year.

But strong crops do not automatically mean strong businesses.

FreshPlaza reported that fewer than half of growers, at 48%, made a profit, while only 39% expect to remain profitable in 2026. Some 43% described the financial health of their business as bad or extremely bad.

The pressure is coming from all sides. Labour, energy, fertiliser and diesel costs remain high, while wider global instability has added further cost pressure. Marston said labour remains the biggest challenge for growers, with the ending of the Fruit and Vegetable Aid Scheme also weighing heavily on capital investment decisions.

The deterioration in retailer relationships is particularly stark. According to the survey, 32% of growers said relationships with supermarkets are now the worst they have been in the past decade, compared with just 8% two years ago. Only 10% described those relationships as a “true partnership”.

For an industry that depends on long-term planning, seasonal labour, glasshouse investment, varietal development and careful crop scheduling, that lack of partnership is more than a frustration — it is a threat to future supply.

There are some signs of resilience. Grower confidence has improved from the lows of 2023, with 22% now feeling more confident about the future, compared with 8% two years ago. The proportion feeling less confident has fallen from 68% to 42%, while 39% of growers now plan to increase investment.

However, almost half of growers, at 49%, still plan to scale back investment. Meanwhile, 58% believe the berry industry is performing worse under the current Labour government than under the previous administration.

The sector continues to innovate, particularly through new strawberry varieties focused on taste, shelf life, yield, berry size and plant architecture. Larger berries remain attractive to shoppers and are easier to pick, which is increasingly important as labour costs rise.

Looking ahead to the 2026 strawberry season, the crop is looking positive, with planted area similar to last year. The peak British strawberry season typically runs from the second week of May until September, although some glasshouse growers continue into October and only two UK growers currently produce all year round.

But the message from growers is clear: British berries cannot be taken for granted.