Poor weather can't halt strawberry sales

British strawberry sales have defied the disappointing summer weather to outperform last year's figures.

The summer's sporting extravaganza, together with new plantings, helped volumes outstrip last year, British Summer Fruits reported. Some 37,978 tonnes have been sold in UK supermarkets so far this summer, compared to 37,966 tonnes in 2011.

The cooler temperatures are also said to have helped produce more flavoursome and juicier fruit.

Total berry sales have risen from £342 million in 2004 to £761.1m in 2011, with the UK soft-fruit market worth some £277m.