Co-op is set to be the first UK retailer to sell 100% British strawberries nationwide for the summer.
The launch date has moved four days earlier than last year and in time for the Easter bank holiday.
From 19 April, all of Co-op’s own-brand strawberries will be exclusively sourced from UK farms.
The retailer said this move delivered a “fresh boost” to its commitment to supporting British agriculture and is expected to drive sales during the Easter holidays.
The strawberries are grown in Kent, Herefordshire, Norfolk and Lincolnshire.
Co-op predicts it will sell around 1.2 million punnets of its strawberries between 19 April and 6 May, as Brits are expected to embrace the brighter days and the late Easter break after a cooler than average 2024.
“We’re proud to be the first UK retailer to offer exclusively British strawberries for summer and just in time for the busy Easter weekend,” said Adam Williams, buyer for berries, citrus & grapes at Co-op. “We work hard to ensure we provide high-quality strawberries grown right here at home as we continue to support British growers and meet the growing demand for home-grown produce.”
The retailer said its ability to source earlier than the traditional May-September season was due to its long-term commitment and investment in its UK grower base.
It added its growers use state-of-the-art growing techniques to “harness the elements” in the most sustainable way.
A series of store activations will support the move to home-grown, such as paid marketing with British brand Yeo Valley to highlight breakfast occasions, and pricing promotions displayed through point-of-sale materials such as shelf-talkers.
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