The retailer will be following on from its activities with strawberries and raspberries by stocking only English plums from now until September 23.
A spokesman said: “Plums are the next big English coup for Waitrose. Our growers can produce plums which are tasty and juicy. The season is short but the quality is high because we have the ideal climate.”
Meanwhile, Tara Palmer-Tomkinson has been voted Britain’s plummiest person in a poll to celebrate the launch of British Plum Month by the NFU.
The promotion is designed to encourage people to enjoy traditional British varieties Opal, Marjory and Victoria, and will feature tastings, promotions and recipe leaflets.