There are very few products which have such a strong seasonal appeal as British strawberries as far as Waitrose is concerned, which is why its policy is to stock only home-grown fruit for as long as possible, says buyer Nicki Baggott.
The multiple is already looking to a substantial increase in sales, and not simply because of the new stores it bought from Morrisons, which were refurbished at a rate of almost one a fortnight, together with a multi-million pound refit programme of all existing branches.
Within this there will be more temperature controlled shelving and promotional ends designed to display fruit in the best possible conditions by emphasising freshness.
Fruit is distributed through Waitrose’s two depots at Bracknell and Brinklow, with a third coming on stream this summer to handle the extra volumes.
Cool chain is paramount, from the moment picking takes place right through to store level, with branch partners being trained to ensure that it is held in the best possible condition.
This is seen as a critical element as research has shown soft fruit is high on the list of impulse purchases, with customers coming back for more over long periods.
While there are obvious spikes in demand occurring when the temperatures rise, this is less pronounced than five years ago - again an indication that there is increased sales penetration overall.
This in turn has given impetus to Waitrose’s in store promotions, with tasting tables supported by literature, while suppliers are featured on shelf barkers and in store posters.
The new formula is already working well as the season got underway sales figures up until April, while confidential, show significant increases both in volume and value on a year on year basis.
“Waitrose prides itself on carrying the full range of berry fruit,” says Baggott. While strawberries take pride of place, raspberries, based on the Tulameen variety are increasing in popularity. Mid-summer gooseberries, blackberries, red and blackcurrants will also come on stream, supported by imported blueberries.
And this year Waitrose is showing that it has a few more surprises up its sleeve following the adoption of the LEAF mark on strawberries and other berry fruit last year, again reflecting its commitment to the environment.
These include speciality strawberries being packed in industry standard lidded pre-packs and organic fruit now being clearly identified by smart black and gold labelling.
The speciality varieties chosen are the French-bred Garriguette, which is now grown under license in the UK, and an exclusive new everbearer, which will arrive in July and crop until October, called English Rose.
The fruit, from grower Hall Hunter Partnership, has been selected for its aroma, size and yield and won its name through a reader competition in Waitrose Food Illustrated.
This year will also see the full introduction of Jubilee into the category, following its first appearance at the millennium.
Other suppliers where Waitrose has forged similar long standing relationships include Angus Davison, Hugh Lowe and John Boyd, managed by category leaders Berryworld.
“More good news,” says Baggott, “is that overall consumption is rising, given impetus by the interest in a healthy diet where fruit and vegetables play a major part.”
At long last it seems that soft fruit is taking on confectionery, while a whole new sector is opening up with prepared fruit salad now an established part of the convenience market.
She is also full of praise for the industry’s own response, where there has been substantial investment, which is increasing volumes and creating the technology to extend the season.
The latest market data, which is available to all multiples though British Summer Fruit, shows that Waitrose punches above its weight. “It is our second largest fruit category after apples,” Baggott reveals.
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