British strawberry growers have urged retailers to maintain larger pack sizes and continue prioritising home-grown fruit as a substantial increase in crop volumes is expected over the coming weeks.
The latest forecasts from British Berry Growers suggests availability will be significantly above the same period last year, with particularly strong supplies anticipated over the next fortnight.
Growers have emphasised that retailer support will be “essential” to ensure fruit is picked, sold and enjoyed by customers.
“The supply picture is very different from last August, when shortages led retailers to reduce pack sizes earlier than usual,” said British Berry Growers chair Nick Marston. “This year, the latest forecasts indicate that considerably more British fruit will be available during this important late-season period.”
He added that the group was asking retailers to “respond to the crop as it develops” through larger pack sizes, promotional activities and continued prioritisation of British crop.
“This will offer shoppers excellent value, support British growers and reduce the risk of good-quality fruit being left unharvested or going to waste,” he said.
The glut in fruit is down to the hot and dry summer season, which has delayed flower initiation, according to Tim Chambers, a strawberry grower at WB Chambers in Kent.
He said it “shifted the timing of production” meaning it is a “much stronger late season crop”.
“Growers need retailers to get behind that fruit as it comes through,” Marston added. “Moving too quickly to smaller packs or switching prematurely to imported strawberries could leave substantial quantities of quality British fruit without a market.”
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