Californian strawberry production has increased this year by 12% according to the state’s Strawberry Commission, reaching over 31,000 acres.
The objective is to be able to supply fruit year-round for both the national and export markets, which include the UK.
There is particular enthusiasm for long stemmed fruit and raspberries, which meet the need for speciality fruit for dipping and have already been on sale in M& S.
Meanwhile, Camerosa continues to be the most popular variety, followed by Diamante and Ventana.
However, a new fruit called Albion bred by the University of California, which has good skin and flesh colour and crops year-round, is tipped to be the next winner with consumers.