Retailer says it is cutting the price of its homegrown strawberries to encourage shoppers to buy British
Aldi has announced that it is encouraging shoppers to buy British early this spring by cutting the price of its homegrown strawberries in stores.
The retailer is dropping the price of its Nature’s Pick 227g strawberries by 20 per cent for two weeks from Thursday 24 April to Wednesday 7 May, it revealed.
The supermarket said it is footing the bill for the promotion, meaning farmers won’t be paid any differently, and expects sales to increase by 40 per cent as a result.
Aldi said the promotion was part of a wider commitment to investing in local growers by championing British produce.
As part of the activity, Hereford customers will have the opportunity to meet their local grower and try the homegrown produce for free at a pop-up hosted by Aldi’s berry supplier, S&A Produce, at its Eign Street store.
Family-owned S&A Produce has been an Aldi partner since 2010.
“We work closely with British growers all year round to be able to provide our customers with great quality produce at unbeatable value,” said Julie Ashfield, chief commercial officer at Aldi UK.
“It’s thanks to our strong, long-term relationships that we can bring even better value to shoppers this spring, offering the very best of British strawberries at a standout price earlier than ever.”
Last year, Aldi signed a £750mn 20-year deal with family-owned British apple grower, AC Goatham & Son, which saw the introduction of the “Aldi Orchard” – a 200-acre plot on New Green Farm in Gravesend, which grows a mix of apples for Aldi stores across the country.
