UK | Searches for British Strawberries went up 65 percent online in the last 30 days, showing the correlation between early-season sun and consumers’ desire to bite into the best of British produce.
These vibrant King Strawberries can each weigh up to 90g and are chosen by hand for their size, colour, ripeness, and high brix levels (the sweet version of the chilli Scoville Scale).
Each 600g pack will contain one of two different varieties: Eve’s Joy, which is known for its consistent and extremely glossy, vibrant colour and flavour, and Eve’s Delight, which is known for its exceptional quality and growing power.
Both varieties are descendants of a historic British breeding programme from the South East of England. This programme has over 150 years of history.
Alice Round, Waitrose Berries and Cherries Buyer, said King Strawberries are well worth looking out for while they last and represent the best British seasonal fruit.
“What makes this first flush of the British season extra special? The ‘science’ bit is that the first strawberries the plants produce are able to utilise more food and fuel from the plant to generate that standout size and flavour, which is why the first pick is generally the biggest and sweetest.”
Waitrose Strawberry Grower Berryworld added that it was always exciting to get the first pick of strawberries out to Waitrose customers.
“We pride ourselves on making that happen as quickly as we can from farm to store so that each strawberry tastes just as good as one you might pick yourself,” a Berryworld spokesperson said.
“Further, we know that when consumers go picking strawberries, their mission is to search each plant for the biggest and most ruby red berry they can find. With the new Waitrose King Strawberries, we’ve done that hunt already.”
Waitrose berry growers work relentlessly each year to supply the retailer with not only the pick of the crop, but also to help protect the surrounding farmland.
Initiatives such as growing different species of plants and wildflowers to encourage biodiversity and improve soil health, as well as donating fruit that doesn’t meet those specifications to FareShare, are just a few vital initiatives.
Year on year, sales of Waitrose strawberries:
- Waitrose Strawberries are up 68 percent
- Waitrose Duchy Organic Strawberries are up 300 percent
- Waitrose No.1 Strawberries are up 41 percent
The most popular strawberry recipes of the month:
- Strawberry and Mascarpone Tartlets recipe searches are up 260 percent
- Strawberry, red onion, and feta salad recipe searches up 135 percent
- Strawberry and hazelnut meringue cake recipe searches up 74 percent
