The Ava strawberry developed by Angus Soft Fruits has appeared in Tesco six weeks earlier than last year thanks to a tie-up with Dutch growers at The Greenery.
Sold in Tesco’s Finest range, the Ava’s licensing arrangement with the Dutch gives it access to retailers in Belgium and Luxembourg.
Commercial manager John Gray said: “Last season, volume sales of Ava were up 40% in spite of a really slow start to a mixed growing period of volatile weather. Demand for Ava outstrips supply. This year is off to a far better start and thanks to this arrangement we will be in a stronger position.”