South African strawberries are set to re-emerge on UK supermarket shelves thanks to the market expansion of international soft-fruit procurement company Well-Pict European (WPE).

Reporting in Growing News, a publication partly funded by WPE, the company announced that for the first time since sanctions were imposed on the South African economy, strawberries can again compete against other winter crops thanks to the company’s recent moves to open up markets in the UK, France and the Netherlands.

WPE has established a South African grower base over the last five years, and despite other companies following suit, it is so far the only company exporting South African strawberries for UK sales. While no retailer names were specified, the article stated that “a number of UK multiples have shown interest”.

The SA export season will run from October until early January, coinciding with peak production periods in the main growing regions George and Stellenbosch, and Well-Pict will also be looking to further establish its brand name in South Africa.

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