Co-op has become the first UK supermarket to introduce a major change for shoppers buying strawberries. For the fourth consecutive year, Co-op will be the first UK retailer to exclusively sell 100% British strawberries, the company announced.
Exclusive Sourcing from UK Farms
The fruit will be "exclusively sourced from UK farms," with homegrown fresh berries arriving in stores this week in time for St George's Day, according to the supermarket, which has locations in Birmingham. The British strawberry season typically runs from early May to late September. Despite weather challenges, early supply has been made possible through grower investments in techniques that protect and advance crops.
Innovative Growing Techniques
Heating polytunnels during cold nights and wintry days is essential. Investments in biomass boilers, which run on sustainable wood, wood heat exchange pumps, and anaerobic digestion plants, have mitigated rising fuel costs caused by ongoing global conflicts. These methods help extend the growing season and ensure early availability.
Commitment to British Seasonal Produce
This initiative is part of Co-op's commitment to supporting British seasonal produce and working with growers to extend the season, building long-term resilience and food security. This year's range includes three variants, with a premium option, starting at £2.60.
Initial and Expanding Sources
Co-op's British strawberries will initially come from growers in Kent, Herefordshire, Chichester, and southwest Wales. Varieties include Eves Delight, Lady Isabella, Lady Emma, and BerryWorld Eve. As the season progresses, supply will expand to include Berkshire, Surrey, Lincolnshire, the West Midlands, and Scotland, featuring varieties like BerryWorld Joyful, Eves Joy, and Lady Grace.
Regional Focus
Co-op stores in Scotland will exclusively sell Scottish-grown strawberries once the season there is in full swing.
Emily Young, Co-op Senior Buying Manager, said: "We’re proud to champion homegrown and seasonal fruit and veg on offer across our stores and work incredibly closely with our producers and growers to extend the UK season as much as possible, which is why we’re thrilled to be switching to be 100% British strawberries before anyone else for the fourth year running."
