Overview

• Harvest began about a week ahead of schedule as growers benefited from consistent 20°C daytime warmth, 9°C nights and unusually high April sunlight
• A surge in bee activity during March and April improved pollination, yielding larger, more uniformly shaped fruits with heightened sweetness
• Tesco cut its 400g punnet price from £2.50 to £1.50 and expects strawberry sales to climb by roughly 25 percent versus last year
• Producers are offering an expanded range of strawberry varieties this season and urging shoppers to explore new pack labels
• A dry spring has raised concerns over water shortages that could threaten yields in the later stages of the season