Tesco says that its strawberry sales have improved with the help of Andy Murray.
With the first week of Wimbledon now over, the UK's biggest supermarket says that sales have increased by an average of 20 per cent each time the British number one has played.
There is no doubt that British strawberry sales are at their highest during the Grand Slam tournament, with 15 per cent of the entire season's crop purchased over the two week period.
Tesco strawberry buyer, Paul Jones, says that the sales trend is repeating from last year when Murray managed to reach the final, only to lose to Roger Federer.
He explained: “Sales of British strawberries peak during Wimbledon fortnight but if we’ve got a home player to cheer on and a good match to follow then demand is even stronger. Last year every time Andy appeared on court sales of strawberries rose.'
To thank Andy for aiding its sales of British strawberries, Tesco has commissioned a large mosaic, made entirely of strawberries, of the sportsman to be shown in the Curzon gallery at Wimbledon. The mosaic, created by food art specialist Maria Iredale, is 9ft by 16ft and is on display for three days from 28 June.
It is estimated that 9,500 tonnes of strawberries are consumed every year by the British public during Wimbledon fortnight.
