Waitrose is set to be the first UK supermarket to sell the first British strawberries of the season.
Despite one of the coldest winters in recent years, the fruit is almost ready for picking and set to arrive on Waitrose supermarket shelves on Friday, March 19.
Waitrose grower Harry Hall has achieved the industry coup by investing in the latest glass house techniques – carefully controlling temperatures to protect the fruit from the cold, whilst taking maximum advantage of the daylight levels on the south coast.
The strawberries will be part of the Essential brand at Waitrose, which has just celebrated its first birthday. Essential Waitrose strawberries will be Elsanta, best known for its soft texture, light delicate flavour and mid-red appearance.
Nicki Baggott, Waitrose soft fruit buyer, said: “We have been working closely with our growers to ensure that our customers will be the first to taste English strawberries in 2010.
“The first British strawberry signifies the end of winter and heralds the arrival of spring. This explains why it’s the ultimate feel-good fruit – and one which retailers are clamouring to get on their shelves as early as they can”.
Essential Waitrose Strawberries, 225g at £3.59, will initially be available in 46 branches from March 19 extending to 184 branches from March 24.
Source: Waitrose
