The Co-op has become the first UK retailer to move to 100% British strawberries across its entire own-brand range.

From today (23 April), the convenience retailer will sell only British strawberries for the summer season across its 2,400 stores and online as part of its commitment to back British farmers and growers.

Co-op’s own brand berries, which are grown in Kent, Norfolk, Lincolnshire and Hereford, use measures to mitigate against weather challenges such as cultivating crops in protected environments to ensure steady growth.

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The grocer is predicting sales of 1.42m punnets of its own-brand strawberries between St George’s Day and the early May bank holiday weekend.

Co-op fruit buyer Elizabeth Orme said: “Marking the start of those warmer days to come, we’re looking forward to offering our members and customers the finest homegrown strawberries earlier than ever.

“Our partnership with local growers ensures great quality and supports British produce, helping to contribute to the growth of the local farming community which is something we’re passionate about.”

It follows Co-op’s recent move to launch a ‘Best of British’ section on its website to further demonstrate its commitment to British sourcing and champion local suppliers.

The retailer’s dedicated section includes a range of 100% British products including beef, pork, chicken, fresh fruits, vegetables, eggs, milk and cheese lines.