strawberries fruit veg

The recent cool weather has not affected this year’s fruit and veg crop but could hit consumer demand if it continues, growers have warned.

With the British strawberry season now underway and growers predicting a record yield of 76,000 tonnes, Laurence Olins, chairman of grower body British Summer Fruits, warned there could be an imbalance of supply and demand if the weather doesn’t brighten up soon.

“The recent cool weather hasn’t been detrimental, but weather over the next few months could have a big effect on demand,” he said.

“If we have a cold summer, consumption will fall, and we would potentially have to heavily ­promote the fruit.”