British Strawberry Season is here for British Summer Fruits and Red Brick Road!
Did anyone spot an unusually large strawberry in central London?
Red Brick Road and British Summer Fruits have built a huge inflatable strawberry standing in Potters Fields Park near Tower Bridge to announce the start of British strawberry season. The strawberry would contain a whopping 94,500mg of Vitamin C if it were real – enough Vitamin C to meet the daily recommended intake of 2,362 people!*
The campaign is part of Red Brick Road’s remit to support BSF in promoting berries to British consumers, which has seen berries become the most popular fruit purchased by consumers in their weekly shop (according to kantar data 2019). Over the past 12 months, Red Brick Road’s work has encompassed lobbying government on Brexit and the critical issue of seasonal labourers for the soft fruit industry, culminating in the government announcing a Seasonal Agricultural Workers Permit scheme towards the end of last year, as well as promoting the benefits of summer fruits through various campaigns working with expert nutritionists, influencers and universities to provide compelling reasons for consumers to continue eating berries.’
The season, which has started earlier this year due to a warmer winter and spring, will run until October, with an abundance of British berries in supermarkets all season.
Berries are a firm consumer favourite, now having the biggest market share of all fruit at 24.5%, making them the most popular fruit item in shoppers’ baskets.
The value of the year round berry sale is now over £1.4 billion at retail. In the past year, more than 131,000 tonnes of strawberries alone were sold in the UK, with shoppers spending more than £653 million on the classically British berry.
* Figures based on one strawberry (3cm x 2cm) containing 5.7mg of Vitamin C. Eating just nine strawberries (108g) can provide the daily vitamin C intake.