British berry suppliers are predicting a vintage summer, with production and sales expected to increase significantly this year.
Growers are anticipating producing some 74,000 tonnes of British strawberries this summer, an 11 per cent rise on 2015. The increase is matched to sales of the product, which represents 51 per cent of total soft-fruit sales.
New figures from Kantar Worldpanel show that berries make up 21 per cent of total fruit consumption at £1.1 billion [52 w/e 28 April 2016]. In the past decade, consumption of berries has risen by 132 per cent, compared to a 49 per cent rise for fruit as a whole.
Health benefits, an increase in production, new varietal development and season extension are being credited as key factors behind the sales growth.
British Summer Fruits (BSF) chairman Laurence Olins said: 'The sales figures reveal a robust and expanding soft-fruit category that is meeting growing consumer demand. The berry industry as a whole will continue to expand and as the season begins, consumers can look forward to good-quality British berries on supermarket shelves.'
To capitalise on the momentum, BSF is about to launch a campaign aimed at encouraging busy professionals to 'reclaim their lunch hour' and to lead a more productive and healthier lifestyle.
The Lunchtime Walkabout campaign urges workers to take a break from the office, go for a walk and eat some healthier food. A series of lunchbox recipes have also been created to inspire people to eat healthy and nutritious meals using kitchen ingredients and berries.
Seasonal Berries is hoping to use Channel 4's Countdown presenter Rachel Riley as a figurehead for the campaign, although this is yet to be confirmed.
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