Convenience retailer has got fruit into stores four days earlier than last year
The Co-op is claiming first place in the race to sell 100 per cent British strawberries nationwide this summer.
From 19 April, all of the Co-op’s own-brand strawberries will be exclusively sourced from UK farms, the retailer revealed, in a move it said underlined its commitment to supporting British agriculture and should drive sales during the Easter holidays.
Grown in Kent, Herefordshire, Norfolk and Lincolnshire, the strawberries are arriving in Co-op stores four days ahead of last year. The retailer predicted it will sell around 1.2 million punnets of strawberries between 19 April and 6 May, with Brits expected to embrace the brighter days and the late Easter break after a cooler than average 2024.
The British strawberry season traditionally runs between early May until late September, but the Co-op said its long-term commitment and investment in the UK grower base has enabled it to switch over earlier.
To ensure early supply during the colder seasons, the retailer’s growers use state-of-the-art growing techniques to harness the elements in the most sustainable way, it pointed out.
Adam Williams, buyer for berries, citrus and grapes at the Co-op, said: “We’re proud to be the first UK retailer to offer exclusively British strawberries for summer and just in time for the busy Easter weekend. We work hard to ensure we provide high-quality strawberries grown right here at home as we continue to support British growers and meet the growing demand for home-grown produce.”
A series of store activations will support the move to home-grown, including paid marketing with British brand Yeo Valley to highlight breakfast occasions and pricing promotions displayed through point-of-sale materials, such as shelf-talkers.
In addition to its retail commitment, the company pointed out that Co-op Wholesale will also be the first symbol wholesaler to provide 100 per cent British supply of own-label strawberries.
