The first Driscoll Jubilee strawberries of the season are due to be delivered to all major supermarkets at the end of May, marking the start of the premium strawberry season in the UK.
With the nation preparing for a summer of celebration, including the Queen's Diamond Jubilee and the London Olympics, it is an ideal time for retailers to maximise the opportunity by turning to the Jubilee variety.
The strawberry, which was named to mark royal occasions, is expected to enjoy a boom in sales as customers enjoy the fruit through the summer months. Indeed, growers are forecasting a bumper crop of 2,000 tonnes to help meet demand, some 20 per cent up on the previous campaign.
'We are delighted to start the season as we enter a period of great celebrations for the nation' said Paul Kelsey, owner of Quaives Farm and chairman of Berry Gardens. 'Retailers will be stocking up on this delicious variety and making the most of the super sales opportunity.
'Customers know they will get the very best from Jubilee when it comes to quality and flavour and we are confident that this summer's crop will exceed their expectations, further reinforcing the recognition of Driscoll Jubilee as both Britain and the world's best-tasting strawberry,' he added.
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