The first British strawberries of 2010 are set to arrive at Waitrose ahead of schedule, hitting the supermarket’s shelves this Friday.
Harry Hall, a grower in Littlehampton, Sussex, provided the strawberries for Waitrose’s essential range.
essential Waitrose strawberries will be the Elsanta variety, best known for its soft texture and mid-red appearance.
Hall achieved the industry coup by investing in the latest glasshouse techniques - carefully controlling temperatures to protect the fruit from the cold while taking maximum advantage of the daylight levels on the south coast.
Waitrose soft-fruit buyer Nicki Baggott said: "We have been working closely with our growers to ensure that our customers will be the first to taste English strawberries in 2010.
"The first British strawberry signifies the end of winter and heralds the arrival of spring. This explains why it's the ultimate feel good fruit - and one which retailers are clamouring to get on their shelves as early as they can".
essential Waitrose Strawberries will be on sale at £3.59 for a 225g punnet. They will initially be available in 46 branches from Friday, extending to 184 branches from 24 March.
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