Retailer focus had moved away from 'discount' strawberry lines, Marston told attendees at last week's Fruit Focus event at East Malling Research, Kent.
"This year there has been a real resurgence in sales of premium-line strawberries," he said.
Berry Gardens' Driscoll Jubilee variety had established itself as the top premium strawberry with 90% of the market in that category, Marston claimed. He predicted that Berry Gardens would increase its sales of Driscoll Jubilee by about 35% this season compared with 2009.
Sales had received excellent support this year from the retail sector through strong television, newspaper and magazine advertisements, said Marston.