Fruit
Britain is braced for an annual bout of strawberry eating, with cream teas and tennis of course!
But whilst strawberry lovers nationwide enjoy what is considered the quintessential English fruit of the summer, sadly it seems they don’t have a clue what’s British and what’s not.
There are over 30 British varieties of strawberries, believe it or not, and our recent 'strawberry savvy' shows 40% of Brits were not aware that varieties of Strawberries even existed, in the same way as varieties of apples and potatoes.
The survey has been commissioned by Driscoll Jubilee Strawberries, to gauge our support for British farmers when it comes to the strawberry season and our knowledge of what we were putting into our baskets and more importantly our mouths!
I have included full survey release and top 10 strawberry tips below - do let me know if you require any further information.
Supporting British Farmers – All Talk, No Action!
In recent years, much has been made of the increasing commitment and support for local farmers, educating consumers on the importance of buying British produce and reinforcing the overall benefits. Yet whilst 89% of those surveyed claimed to proactively support British farmers, come the weekly supermarket shop, only 26% of these consumers are living up to their morals and seeking out British produce on shelf. Consumers polled in Brighton, Edinburgh and Plymouth were the biggest culprits when it came to claiming support for British farmers when actually they were least likely to seek out British. Those in Norwich, Birmingham and Southampton were truer to their word.
Mother Knows Best!
Interestingly, there was a far higher percentage of 16-24 year olds (54%) who would buy strawberries more often if they were guaranteed a quality punnet vs only 38% in the over 55’s category – seeming to indicate that the older generation may already be investing in a more premium variety and are more familiar with ‘buying in season’ and how good English strawberries really are.
A Bad Taste In Your Mouth
Out of season, quality is often compromised, resulting in consumers experiencing a bad tasting punnet, thus discouraging them from purchasing strawberries regularly. 78% of consumers said that they would purchase strawberries more often if they were guaranteed a quality punnet, yet whilst Jubilee Strawberries can guarantee that you will always take home a mouth watering selection when you opt for their premium British variety during the season, consumers don’t seem to know when to look out for it?
Guaranteeing Quality
The ‘Jubilee crown’ is not just a logo, it really does symbolise the Queen of the Crop, so look out for Driscoll Jubilee in your local supermarket. Available from June to October in the premium ranges of Britain’s major supermarkets; Sainsbury’s Taste The Difference, Tesco Finest, Marks & Spencer, Morrison’s Best and Asda Extra Special.
Top 10 Strawberry Facts:
1. 5 strawberries provide more vitamin C than an entire orange
2. Growers forecast a bumper 2,400 tonnes of Jubilee strawberries will be picked nationwide this year due to sunny weather conditions - 33% more than last years total Jubilee
production.
3. 40% of Brits were not aware that varieties of Strawberries even existed, in the same way as varieties of apples and potatoes (we can reference survey).
4. Last year the total Jubilee production was 1,810 tonnes
5. Paul Kelsey's Farm in Wickhambreaux, Canterbury expects to pick 35 million strawberries this season
6. 100 grams of strawberries contain just 28 calories
7. Jubilee was launched in 2002, the year of the Queen's Golden jubilee
8. Strawberries were cultivated by the Romans as early as 200 BC
9. Roughly 27,000 kilos of strawberries are eaten during the Wimbledon Championships
10. Jubilee strawberries stand out from over 30 British varieties.
Tagged in food