Co-op has become the first of the British supermarket chains to go to 100% British Strawberries in its own brand range from now through the summer.
The convenience retailer said it wanted to get the word out on the commitment in time for St. George’s Day and as strawberries hit the shelves earlier than expected.
“Marking the start of those warmer days to come, we’re looking forward to offering our members and customers the finest homegrown strawberries earlier than ever,” Elizabeth Orme, Fruit Buyer at Co-op, said. “Our partnership with local growers ensures great quality and supports British produce, helping to contribute to the growth of the local farming community which is something we’re passionate about.”
The season extends through the summer, with all 2,400 stores on board to back farmers and growers who need that extra level of support given their struggles with increasing costs, decreasing labour options and fickle weather. Co-op is a supporter of the NFU’s Fruit and Vegetable pledge and was named ‘Retailer of the Year’ by British Berry Growers for achieving the highest growth in British berry sales with a total increase of 22.1% in volume sales across all berries.
Co-op gets its strawberries from Kent, Norfolk, Lincolnshire and Hereford, with increasing numbers coming from protected environments that can ensure a more steady, reliable crop against those headwinds.
The retailer said it expects sales of strawberries to top 1.4 million punnets between now and the bank holiday weekend (4-5th May).
