British strawberry growers are urging retailers to maintain larger pack sizes and continue prioritising home-grown fruit as a substantial increase in crop volumes is expected over the coming weeks.

The latest industry-wide forecasts collated by British Berry Growers point to UK strawberry availability being significantly above the same period last year, with particularly strong supplies anticipated over the next fortnight. Forecasts are updated regularly and may change, but growers are clear that retailer support will be essential to ensure the fruit is picked, sold and enjoyed by consumers.

Nick Marston, Chair of British Berry Growers, said: "The supply picture is very different from last August, when shortages led retailers to reduce pack sizes earlier than usual. This year, the latest forecasts indicate that considerably more British fruit will be available during this important late-season period.

"We are asking retailers to respond to the crop as it develops by maintaining larger pack sizes for longer, supporting appropriate promotional activity and continuing to prioritise British strawberries. This will offer shoppers excellent value, support British growers and reduce the risk of good-quality fruit being left unharvested or going to waste."

Tim Chambers, who runs strawberry grower W B Chambers in Kent, said: "The exceptionally high temperatures and heatwaves experienced earlier in the season delayed flower initiation. This shifted the timing of production, and we are now expecting a much stronger late-season crop."

Nick Marston continued: "Growers need retailers to get behind that fruit as it comes through. Moving too quickly to smaller packs or switching prematurely to imported strawberries could leave substantial quantities of quality British fruit without a market."

British Berry Growers is encouraging retailers to work closely with suppliers and respond flexibly to the latest crop information when making decisions about pack sizes, promotions and sourcing over the coming weeks.