Text entered

FIRST BRITISH STRAWBERRIES ARRIVE 10 DAYS EARLIER THAN LAST YEAR

Tesco

17 March 2010

Spring is definitely in the air - the first British strawberries
go on sale tomorrow (Thursday March 18) – a full 10 days
earlier than last year.
On Thursday morning the first crop of strawberries will go on
sale at about 15 stores in the Kent area before hitting other UK
stores next week.
So significant is the arrival of the first British strawberries
that it has a knock on effect raising awareness of other UK
home-grown produce and also increasing sales of summer clothes by
up to 15 per cent.
Said Tesco strawberry buyer Ben Reed: “Not only are we
enjoying the first warm weather of the year this week but
we’ve also now got the first British strawberries which means
that summer is well and truly on the way.
“The arrival of the first homegrown strawberries is
extremely significant – not only does it herald the start of
British Summer Time but it is also the start of the UK growing
season.
“Many shoppers think of the first homegrown strawberries
as being bitter and hard but the ones we’ve got our hands on
are delicious.”
The strawberries were grown by S & A Produce in Kent which
is the biggest glasshouse grower of strawberries in the UK. They
were grown near Faversham and Whitstable.
Thanks to the superior production techniques of its supplier
Tesco’s strawberries are as luscious, sweet and scarlet as
shoppers have come to expect of British classics.
Over the last few years Tesco’s supplier has been
painstakingly monitoring the different climates and light levels
that effect the growing of the strawberries.
It has been able to perfectly replicate the natural summer
conditions in their modern computerised glasshouses.
The operation ensures a continual development with regards to
the growing medium, plant care and husbandry to enhance the
flavours in a very natural environment.
Tesco has the largest market share of strawberries and sells
around 27 per cent of total British crop produced each year.
The British strawberry season can now last for up to 10 months
– a whole four months longer than seven years ago.
Added Tesco fruit technical manager Ciara Grace: “Our main
glass house supplier has this year used a different variety of
strawberry, called Sonata, which bears fruit earlier than an
Elsanta, the commonly used early season type.
“He also planted them in December rather than January in
order to bear fruit earlier.”
The strawberries will initially sell for £3.99 a
punnet.
For more information contact Mike Baess on 01992
646079
or Tesco Press Office on 01992 644645.