Plenty of Strawberries Hits Supermarket Shelves as UK Season Comes Online | New
An abundance of strawberries hit retail shelves after hot, sunny weather delayed the harvest.
The UK season typically starts with strawberry varieties with production from June through late spring, before moving to still productive strawberry varieties from July. However, it was delayed for more than a fortnight due to unusually cold weather during the spring months.
Thanks to a heat wave over the past week, the harvest has started, with large volumes expected in the coming weeks, according to British Summer Fruits president Nick Marston.
“Because it’s a late season, when production starts, it starts with a lot of volume. Having said that, demand is in line with supply across the industry, ”he said. “You will still get the same amount of fruit, you will just get it in less than two weeks. [than in a regular year]. ”
Marston added that the start of the strawberry season this year had been in stark contrast to 2020, when strawberries arrived earlier than usual due to a hot spring, leading to a shortage of early varieties from the mid- June to the end of June.
And in response to last week’s mini heat wave, Tesco announced this week that its strawberry suppliers have been hit by an unexpected surplus harvest.
In what he said was an attempt to avoid food waste, the retailer bought an additional 400 tonnes of UK-grown strawberries and slashed prices, offering a 1kg box for £ 3 compared to what which he called its regular retail price of £ 2 / 400g. .
“This year, due to the cold and wet month of May, we are two to three weeks late and now, due to the good weather, we have an abundance of strawberries,” explained the owner of the Kent grower and supplier of Tesco BR Brooks, Alastair Brooks.
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“Thanks to Tesco, any surplus UK strawberries won’t go to waste and the good news is they’re big, sweet and full of vitamins.”
Waitrose said it also sells 1kg packs and introduced strawberries to its ‘Slightly Less Than Perfect’ line in 100 stores to help reduce food waste by providing consumers with fruit with ‘minor blemishes’ .
British Summer Fruits said last month that it expects UK strawberries to be bigger and juicier than usual due to the cold temperatures seen earlier in 2021.
Growers are hoping for another positive year in sales after buyers spent £ 772million on strawberries last year – an increase of more than 10% year on year [Kantar 52 w/e 21 March 2021].
One of the contributors to this success – the premium brand AVA Berries, which is part of the Scottish supplier group Angus Soft Fruits – has sought to spark buyers’ interest again this year with a new campaign led by the expert. in William Hanson label.
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Sponsored videos posted to social media showed Hanson explaining the most socially acceptable ways of eating the fruit, for example, throwing the stems to the top left of the plate and serving the cream separately.
In 2020, AVA sold nearly 4.7 million trays between May and July, an increase of more than two million compared to the same period the previous year.
The berry can be found in high-end retailer lines including Aldi’s Specially Selected line, Morrison’s The Best line, Co-op’s Irresistible line, Sainsburys’ Taste The Difference line, and in M&S stores.