The first crops were delayed by poor weather but producers say volumes looking good for the season ahead. With AVA Berries confirming that this week over 74 tonnes of premium Scottish-grown strawberries will hit supermarket shelves across the UK.
Unfortunately the start of the strawberry season had to be delayed by a few weeks this year. With poor, unseasonable weather to blame. But fortunately good news continues to come in from strawberry producers across the country, with reports of large and especially juicy crops.
Now, AVA Berries, a top producer of Scottish soft fruits, have confirmed that their berries are about to hit stores. The British public can have their fill of premium berries this summer as it expects to grow up to 1,500 tonnes of juicy AVA strawberries.
AVA Berries were the first brand of strawberries to be sold in the premium lines of UK supermarkets. Consumers can now find them across the UK, as part of Aldi’s Specially Selected, Morrison’s The Best, Co-op’s Irresistible, Sainsburys’ Taste the Difference ranges, and in M&S stores.
AVA Berries are grown across the north-east coast of Scotland, Perthshire and Fife, which has an ideal micro-climate for producing the perfect strawberry with its warm days, cool nights, and just the right amount of daylight hours.
Jill Witheyman, Head of Marketing at AVA Berries commented: “Scotland produces the finest strawberries in the world and the news that top quality AVA strawberries are readily available from supermarkets across the UK from this week is welcome.”
In the last year British shoppers spent £772 million on strawberries, so it remains an incredibly important crop for UK farmers. As consumers are continued to be encouraged to shop more locally and support the domestic economy hopefully this year will see even more strawberries sold.
Jill continued: “Last year was a record season for AVA Berries and we’re projecting a 30% increase in volumes grown in Scotland this summer to keep up with the demand. We’re finding that consumers are seeking out top quality berries more than they did previously, and are enjoying our AVA strawberries in different ways, whether that is in a salad or a cocktail – or simply straight from the punnet as a healthy snack.”
The AVA strawberries come from an extended breeding program designed to be optimised to consumer preferences. They are selected for their exceptional appearance, flavour, and texture. They also have a longer shelf life, so consumers can enjoy them for longer and hopefully waste less.
Consumers are urged to check the little white label on the punnet, which shows the variety of strawberries and where they were grown. Having the ready stock of Scottish berries will help consumers continue to support British farmers this summer.
