Sweet Start, Sour Struggles: British Strawberry Season Kicks Off Amid Market Pressures

​The British Berry Growers association remains optimistic about the forthcoming strawberry season, attributing their positive outlook to favourable weather conditions and increased light levels.

Nick Marston, the association's chairman, highlighted that these factors are contributing to a promising start for this year's berry crops. He also noted that the recent warm weather has enhanced the flavour and sweetness of the strawberries.

Marston stated, "The recent warm weather has led to excellent flavour and sweetness in the strawberries." He further mentioned that the association anticipates a strong demand for British strawberries throughout the season.​

Despite this optimism, the industry faces significant challenges. Rising energy costs and wage increases have created a tough environment for fruit farmers. According to British Berry Growers, 85% of British growers have experienced declines or stagnation in revenue over a three-year period.

Additionally, the share of British berries in the market has shrunk by 2.54%, while the volume of imported berries increased by 15.11%. Marston emphasised the need for collaborative action among retailers, policymakers, and industry stakeholders to support British growers through fairer pricing and extended access to a seasonal workforce. ​

In Scotland, renowned for its high-quality strawberries, growers are adapting to escalating labour costs and recruitment challenges exacerbated by Brexit. Many are transitioning from traditional ground cultivation to more intensive methods using polytunnels and tabletop cultivation.

While these methods are cost-effective, there are concerns about potential impacts on flavour. Scottish government data indicates a significant reduction in strawberry and raspberry cultivation over the past decades. Growers are calling for improved visa terms for short-term workers to sustain production. ​

Despite these challenges, the UK berry market continues to grow, driven by strong consumer demand. The market is expected to reach USD 1.84 billion in 2025 and grow at a compound annual growth rate (CAGR) of 5.74% to reach USD 2.43 billion by 2030.

This growth reflects the increasing consumer preference for fresh, locally grown berries, reinforcing the importance of supporting domestic growers to meet this demand.