Aldi has slashed the price of its Nature’s Pick 227g British strawberries by 20% for the next two weeks as it seeks to capitalise on what growers are saying will be a bumper season.
The promotion will run until Wednesday 7 May, with Aldi stressing it was footing the bill for the promotion, “meaning farmers won’t be paid any differently”. It said it expected sales to rise by 40% as a result of the price drop to £1.49 per pack.
The retailer said its move was part of a wider commitment “to investing in local growers by championing British produce”.
As part of the activity, shoppers in Hereford will also have the opportunity to meet their local grower and try their home-grown produce for free at a pop-up hosted by Aldi’s berry supplier, S&A Produce, at its Eign Street store.
Family-owned S&A Produce has been a long-standing Aldi partner, working to supply the business since 2010.
“We work closely with British growers all year round to be able to provide our customers with great-quality produce at unbeatable value,” said Aldi UK chief commercial officer Julie Ashfield.
“It’s thanks to our strong, long-term relationships that we can bring even better value to shoppers this spring, offering the very best of British strawberries at a standout price earlier than ever.”
It comes as industry body British Berry Growers this week said growers were “optimistic” for the British strawberry season, in the wake of good conditions over the Easter break.
“British strawberries are ripening to perfection this year, thanks to a mix of sunny days and cool temperatures; conditions which slow growth, allowing plants to relax and produce larger, sweeter berries,” BBG said.
“Strawberries, along with raspberries, blueberries and blackberries, continue to be the most popular fruit item in shoppers’ baskets, with berry sales volumes increasing by 4.3% in the past year alone, and market penetration now reaching 85.3%,” it added, citing Kantar data for 2024.
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