Strawberry sales jump 24% to €53.5m as popularity soars

STRAWBERRIES are experiencing a surge in popularity with consumers, delivering growers a 24% increase in the value of sales year on year.

According to a new Kantar report for Bord Bia, the value of strawberry sales during the last 12 months has reached €53.5 million.

While some of this growth can be explained by price increases, Bord Bia research also shows that 76% of the population is now buying strawberries on a regular basis.

The actual monetary figure compares very favourably with the annualised 2009 sales figure of €44m.

Bord Bia horticulture manager, Mike Neary, said: “A recent IUNA study found Irish people ate too much fat and salt, and did not get enough fruit, vegetables and fibre in their diet.

“Strawberries are a good way to get one of your five-a-day and increase the amount of fruit in your diet.

“As with all fruit and vegetables, they are best consumed when they are in season and the BestInSeason.ie website helps consumers identify when certain fruit and veg is in season and at its most nutritious.”

The figures also show that while frequency of purchase is down a little, when consumers do buy strawberries they are buying 8% more by volume.

This compares very favourably with the overall fruit market, which grew in value by 4% in the same period to reach €524m.

The figures were released at the launch of National Strawberry Week, which takes place from Monday next to June 12.

National Strawberry Week, organised by the Irish Soft Fruit Growers Association in conjunction with Bord Bia and the IFA, aims to encourage consumers to enjoy more strawberries as we approach the summer season and Irish crops are at peak production.

National Strawberry Week is a consumer information campaign which includes primary school activities and an interactive website that includes delicious seasonal recipe suggestions.

Jimmy Kearns of the Irish Soft Fruit Growers Association said: “The cold winter this year and the warm dry spring means we have a bumper crop of juicy sweet strawberries.”

Catherine Fulvio of Ballyknocken Cookery School has created exclusive strawberry themed recipes for National Strawberry Week 2011, all available on the BestInSeason website.

“Strawberries are an ideal healthy treat, low in calories, and provide the perfect way to get one of the five or more recommended portions of fruit and vegetables a day,” said Catherine Fulvio.

“A nutrient-packed fruit, they are filled with antioxidants giving the body a natural wellness boost. Strawberries are naturally high in fibre, vitamin C and potassium; help maintain a healthy heart and can aid memory function.

“They taste delicious sprinkled over breakfast cereals, in salads, smoothies or can be enjoyed straight from the punnet,” she said.