Supermarket sales of British strawberries and raspberries have soared for the 11th successive year running, recording a 17 per cent increase in sales, British Summer Fruits has announced.
At £28 million, overall sales of British raspberries also recorded a healthy profit, increasing by 36 per cent compared to this time last year.
In addition to overall raspberry sales, strawberry sales have increased 15 per cent to 43,000 tonnes, cherry sales by 71 per cent to 560t and blackberries by 49 per cent to 406t.
“2005 has been an encouraging year for British berries, especially raspberries. A number of factors contributed to the results - from the warm weather in September and October, which has extended the season, to the superb quality of the fruit, and careful planning by the marketing companies resulted in additional shelf space given to berries by the retailers throughout the season,” said Laurence Olins, BSF chairman.
Despite the increase in sales, overall demand for British strawberries and raspberries still outstrips supply for much of the season thanks to marketing and greater consumer health awareness.
BFS said this is largely attributable to the quality of the crops, as well greater increased consumer awareness of the health and nutritional benefits the fruits provide.
“For the second year in a row we have also reaped the benefits of a targeted positive PR campaign to reposition berries away from high-summer traditional desert items, into everyday, modern, nutritious superfoods,” Olins said. “This year’s campaign communicated the health and aphrodisiac qualities of raspberries.”
