UK strawberry production is peaking this week after catching up on delays caused by cold weather.
Nick Marston, md of Berry Gardens, told freshinfo: “Across the UK, the whole industry has reached peak production this week. There will also be substantial volumes available over the next weeks and throughout Wimbledon fortnight. So far, supply and demand have been in good balance, but with substantial production coming forward now, sales could get a little more difficult and there is likely to be a bit of pressure on the marketplace.”
The season is only running a week behind last year’s record early start having caught up a week on the two-week delay brought about by the cold winter that swept the UK this year.
Promotional activity across the high street has been substantial these past seven days with most of the major retailers going for price offers and flagging up half-price deals of £1.99 a punnet. Press and TV advertising is also boosting movement in the aisles and the promotional activity is set to continue for several more weeks.
The main variety on shelf is Elsanta although Marston reports an enhanced regard for others. “Increasingly Sonata is [being favoured] as an alternative June bearer to Elsanta. It is from the same stable but its advantages are that it has slightly better shape and its class I yield percentage is better, plus it has a good taste.”
Dry and bright conditions throughout May in most of the main production areas mean that overall growers will get good yields this season.
So far, availability of labour does not seem to have been an issue with depressed economies in eastern Europe ensuring that skilled workers are returning to the UK soft-fruit sector this summer.
Traditionally, the FIFA World Cup is often the scapegoat for flagging sales of strawberries, but this does not appear to be the case this year with total demand up in like-for-like terms on this point last year. Marston concluded: “I am sure if there is any football effect, the retailers’ enthusiasm and activity is a good counter.” .
