Sales of strawberry variety Driscoll Jubilee have defied tough conditions in the premium sector to record strong growth.
Jubilee sales had risen 17% in the past year, while the premium strawberry sector had fallen 10% overall, claimed Nicholas Marston, MD of marketer BerryGardens, at this week's Fruit Focus event.
BerryGardens growers had increased production of Jubilee from 258 tonnes to 420 tonnes this season, Marston said. "We have seen our sales volumes increase and our share of the premium market rise from 55% to more than 75%. We expect the premium market to be totally dominated by Jubilee in 2010."
Despite difficult conditions at the top end of the market, growers still believed premium berries provided the best margins long term, Marston said. Some new varieties had increased growers' returns by as much as 25% over older varieties.
Overall strawberry and raspberry prospects for the remainder of the British season were promising as growing conditions had been good, Marston said, adding that only a period of excessive heat could damage crop quality now.
Several other premium varieties from the US-based Driscoll's breeding programme are also being touted for success, such as the Maravilla raspberry and Carmel blackberry.
The production of UK-grown blueberries also continues to increase, following an initiative announced in 2004. Bushes were now approaching maturity and supermarkets were being offered reasonable volumes, Marston reported. BerryGardens growers now had 40 hectares, and expected to produce 140 tonnes of fruit this year. "We see this as a market that will continue to grow and there will be a good opportunity to sell home fruit instead of imports during the season," he said.
Meanwhile, a bumper plum crop is forecast with picking of Victorias expected to start at the beginning of this month.
The retail market for British berries is currently worth £639m.
Jubilee sales had risen 17% in the past year, while the premium strawberry sector had fallen 10% overall, claimed Nicholas Marston, MD of marketer BerryGardens, at this week's Fruit Focus event.
BerryGardens growers had increased production of Jubilee from 258 tonnes to 420 tonnes this season, Marston said. "We have seen our sales volumes increase and our share of the premium market rise from 55% to more than 75%. We expect the premium market to be totally dominated by Jubilee in 2010."
Despite difficult conditions at the top end of the market, growers still believed premium berries provided the best margins long term, Marston said. Some new varieties had increased growers' returns by as much as 25% over older varieties.
Overall strawberry and raspberry prospects for the remainder of the British season were promising as growing conditions had been good, Marston said, adding that only a period of excessive heat could damage crop quality now.
Several other premium varieties from the US-based Driscoll's breeding programme are also being touted for success, such as the Maravilla raspberry and Carmel blackberry.
The production of UK-grown blueberries also continues to increase, following an initiative announced in 2004. Bushes were now approaching maturity and supermarkets were being offered reasonable volumes, Marston reported. BerryGardens growers now had 40 hectares, and expected to produce 140 tonnes of fruit this year. "We see this as a market that will continue to grow and there will be a good opportunity to sell home fruit instead of imports during the season," he said.
Meanwhile, a bumper plum crop is forecast with picking of Victorias expected to start at the beginning of this month.
The retail market for British berries is currently worth £639m.
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