Sales of British strawberries more than doubled last week compared to the same period in May 2008¹, and this week is expected to produce yet more record sales of our favourite British summer fruit. As a result of the hottest weekend of the year, demand for strawberries is at an all-time high, evidence that the 2009 British strawberry season is likely to be one of the best ever for both consumers and growers alike.

Recent warmer weather has sparked a huge demand for British strawberries as consumers enjoy picnics, BBQs and outdoor entertaining. British Strawberries in season and available now are considered some of the best tasting berries ever produced as the result of this year’s perfect growing conductions.

Laurence Olins, Chairman of British Summer Fruit said, ‘This year’s crop is of excellent quality, with larger, sweeter and juicier berries as a result of the mild and warm spring weather, with no frosts and good pollination, lots of bees as well as a good amount of uninterrupted sun to ripen fruit. The long range forecast for the summer is also looking positive which means we are expecting a long and successful season full of not only the best strawberries we’ve ever produced but we will have some fantastic flavoured raspberries and blackberries available later this summer if the sun continues to shine’.

This year there is a better selection of British strawberries in supermarkets than ever before due to the introduction of new varieties that have been developed specifically to suit the UK climate and consumers, who like naturally sweet strawberries.

One of the most versatile of fruits, strawberries can be enjoyed straight from the punnet, as a healthy smoothie or with the more traditional sugar, cream or ice-cream. Strawberries should always be served at room temperature to best enjoy their full flavour and powerful aroma.

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Notes to editors:

¹British Summer Fruits Members Data, w/c 25th May 2008

¹British Summer Fruits Members Data, w/c 25th May 2009

Varieties

ELSANTA:

Still the most popular strawberry in Britain, Elsanta was developed in Holland and first sold in 1975, quickly establishing its supremacy thanks to its dependability, long cropping season and excellent taste.

DRISCOLL CAMARILLO:

An ever-bearer which crops from mid to late season, Camarillo delivers excellent flavour and is now produced on a large scale. AVA: Is a premium Scottish strawberry launched in 2005, Ava is renowned for its flavour as well as the fact that it retains its petals even after ripening.

ENGLISH ROSE:

This new premium variety is notable for its unusual and outstanding flavour, which is reminiscent of orange zest.

EVE’S DELIGHT:

An ever-bearing variety (ie not affected by day length) developed in Kent, Eve’s Delight combines juicy flavour with excellent shelf life.

JUBILEE:

Is a premium and fairly new variety to be introduced since Elsanta, Jubilee was developed and first sold in 2002. It has since established itself as one of the best-flavoured varieties of all.

SONATA:

A large, firm, well-flavoured mid-season variety which was introduced in 2005. (removed mention of the hybrid)

RED PRINCESS:

A variety which produces heart shaped sweet flavour berries throughout the season and this variety has performed well in Scotland.

SWEET EVE:

Sweet Eve is an ever-bearer variety that crops well throughout the summer, with excellent yields and good flavour.

RED GLORY:

A high yield of firm sweet juicy fruit throughout the season.

EVIE:

With its distinctive flavour and paler fruit, Evie is an ever-bearer variety that goes particularly well with ice-cream.

DRISCOLL JUBILEE:

Recognised as one of the best UK strawberry eating varieties. Jubilee was bred by Driscolls.

• Five strawberries provide more vitamin C than an entire orange.
• In addition to vitamin C, strawberries are an excellent source of vitamin K and manganese, as well as folic acid, potassium, riboflavin, vitamin B5, vitamin B6, copper, magnesium, and omega-3 fatty acids.
• Strawberries contain significant levels of phytonutrients and antioxidants which help to fight free radicals (which can damage cells and are thought to contribute to the formation of many kinds of cancer) These antioxidant properties are believed to be linked to what makes the strawberry bright red.
• Strawberries were used medicinally to help with digestive ailments, discolored teeth and skin irritations.

About Seasonal Berries

Seasonal Berries is the UK body dedicated to the promotion of British grown soft fruit, representing 85% of the berries both home-grown and imported soft fruit sold in UK supermarkets.