The owner of KG Growers, one of the multiples' leading strawberry suppliers, is to merge with its European partners.

The company's European sales and marketing arm is joining forces with plant breeder Driscoll and Spanish growers group Alconera SAT.

The new company will market and breed berry varieties for the European market.

KG, which will remain a grower co-operative, hailed the fact that it was reversing decades of UK-bound investment by investing in Europe.

The tie-up is expected to boost NPD and access to out-of-season supplies.