Co-op is launching its 100 per cent British strawberry range in stores this week.
Chichester growers are among those supplying the berries, with the homegrown fruit arriving just in time for St George’s Day.
For the fourth consecutive year, the retailer will sell only UK-grown strawberries, part of its ongoing pledge to support British agriculture and extend the availability of seasonal produce.
Emily Young, senior buying manager at Co-op, 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 per cent British strawberries before anyone else for the fourth year running.”
Co-op began selling British strawberries on March 16 and has nearly doubled the percentage of British strawberries being sold this year compared to last year volumes, up by 98 per cent.
Production is made possible through investments by growers in crop protection and season-extension methods, including the use of heated polytunnels.
Many growers have adopted more sustainable heating solutions such as biomass boilers, wood heat exchange pumps and anaerobic digestion plants.
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The retailer’s strawberry range includes three variants including a premium offer, starting from £2.60, with early-season supplies sourced from Kent, Herefordshire, Chichester and the southwest of Wales.
Varieties currently on shelves include Eves Delight, Lady Isabella, Lady Emma and BerryWorld Eve.
As the season progresses, Co-op will expand sourcing to include Berkshire, Surrey, Lincolnshire, the West Midlands and Scotland, with additional varieties such as BerryWorld Joyful, Eves Joy and Lady Grace becoming available.
The British strawberry season typically runs from early May to late September.
Growers have invested in advanced farming techniques to ensure early crops despite weather challenges.
Co-op said its investment in these methods supports greater resilience and food security.
The convenience retailer is the first to make the full switch and has a long-standing commitment to British farming, working with suppliers to extend the availability of UK-grown fruit and vegetables – helping to keep British food on shelves for longer.