Marks and Spencer has backed committee plans for the National Cherry and Soft Fruit Show held at Detling, Kent from July 16-18, to encourage growers from other major production areas to exhibit.
The annual event one of the oldest in the country, already attracts retail buyers and marketers who often make up part of the judging panels.
M& S technical manager Andrew Sharp said a refrigerated vehicle would be available free of charge for fruit to be brought in overnight from as far as the West Midlands the day before judging.
As a result, English blueberries would also be on show, and there would be tastings of various varieties.
Show chairman John Leigh Pemberton, the mainspring behind the initiative, added: “It is time the show reflected the scale and expertise that has been achieved by all summer fruit growers, not just with new varieties, but also developments in packaging and distribution.”
He has set his sights on doubling the number of entries in the seasons ahead.