Tesco has reported a rise in its sales of organic soft fruit, boosted by its elevation to first choice as a dessert at a barbecue and as availability increases.
The store believes that a trend towards alfresco dining is leading to an explosion in organic food sales and UK organic strawberries and raspberries are enjoying unprecedented success, with sales of both up by more than 100 per cent.
"The barbecue is becoming a national pastime and we have found that, as people take to the outdoors, they start to become more conscious of the environment, and their own health," said a Tesco spokesman. "As such, they are choosing foods that they know they can trust."
A good soft fruit season has also been reflected in the organic crop aided by increased plantings and Tesco Organic expects continuous supply until mid-October. Its sales projection is for 15 tonnes of UK-grown organic strawberries a week - a third more than last year. The supermarket also expects to sell 2.5t of UK organic raspberries weekly.
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