Sainsbury’s launches UK blueberries earlier in the season
20 June 2012
Today Sainsbury’s will kick start the British blueberries season three months earlier than last year by offering Hampshire grown blueberries to select stores. Since growing trials in Scotland started 10 years ago to produce juicy, flavourful fruit, this is set to be the largest crop yet running from this week until october.
Working with more British growers and offering a selection of varieties when in season means British fruit is available earlier than normal while still offering a fresh, juicy flavour expected of fresh blueberries.
Ian Cambridge, Blueberries Buyer at Sainsbury's says: "Being able to offer British blueberries in Sainsbury's stores months earlier than previous seasons is another example of where we work closely with our growers to offer British varieties when available.
We hope our customers across the South coast and in London take advantage of this early arrival as our blueberries are set to taste great."
Further British fruit and vegetables available in Sainsbury's stores this summer include British Gem new potatoes, Strawberries, Sweetcorn, Apricots and Chillies.
Working around the British weather when the crop tastes its best, blueberries grown on the South coast will be available this week while Scottish fruit will launch in August.
Notes to editors:
- British Blueberries will be priced £2.50 for 150g in 100 stores from Monday 18th June
- Availability will extend to 250 upon availability
- By 2020, Sainsbury's will double the amount of British food we sell
- By 2020 Sainsbury's will source all key raw materials and commodities sustainably to an independent standard
- Sainsbury's is the No 1 retailer for pears, asparagus, jersey royals, tomatoes, mushrooms, rhubarb and stone fruit
- Sainsbury's is committed to offering British products at their best, when in season and when the quality meets our customers' expectations
- Sainsbury's is 100% British during the peak UK season on over
25 products including:
- In 2006 Sainsbury's launched a new farming initiative called Organic Concept Orchard to ensure the longevity of British organic apple growers, by introducing a more cost effective way of growing apples to improve crop yields, without increasing the land used.