Industry body FARMA is urging shoppers to buy their strawberries from PYO farms, claiming they could save up to £8 per kilo.

A survey of PYO farms carried out by the National Farmers' Retail & Markets Association found that shoppers paid about £4 per kg at PYO farms but £6 per kg at major supermarkets when strawberries were on offer and £12 when not.

"Pick-your-own ticks all the boxes for consumers, including value for money, great taste, freshness, variety and minimum environmental impact," said a FARMA spokesman.