Co-op is set to be first UK retailer to sell 100% British strawberries nationwide for the summer – moving earlier than last year and in time for the Easter bank holiday.
From 19th April, all of Co-op’s own brand strawberries will be exclusively sourced from UK farms – a move which delivers a fresh boost to the leading convenience retailer’s commitment to supporting British agriculture and is expected to drive sales during the Easter holidays.
Grown in Kent, Herefordshire, Norfolk and Lincolnshire, these strawberries are arriving in Co-op stores four days ahead of the move last year. The retailer predicts to sell around 1.2 million punnets of its strawberries between 19th April – 6th May, as Brits are expected to embrace the brighter days and the late Easter break after a cooler than average 2024.
Adam Williams, buyer for berries, citrus & grapes at Co-op said: “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. 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 British strawberry season traditionally runs between early May until late September – moving to British sourcing sooner than 2024 is possible due to Co-op’s long-term commitment and investment in the UK grower base. To ensure early supply during the colder seasons, the retailer’s growers use state-of-the-art growing techniques to harness the elements in the most sustainable way.
Co-op is a longstanding supporter of British growers and home-grown produce and works hard to extend the season of British produce to bring the best of British to shelves for as long as possible to enable longer term food security.
Not only will Co-op stores be stocked with 100% British strawberries this early in the season, in addition Co-op Wholesale will also be the first symbol wholesaler to provide 100% British supply of own-label strawberries. This brings clear benefits to Co-op Wholesale’s network of independent retailers, showing a powerful point of difference as it demonstrates the strength of the Co-op own-label range, the business’s agility in its sourcing strategy, and its commitment to delivering great quality and provenance to shoppers.
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.
