Time is ripe for strawberries
Bord Glas, the horticultural development board, attributes the earlier than usual Irish strawberry season to unseasonably sunny weather in March.
Not only are the strawberries early, but Irish growers say this year's crop is juicier, tastier and bigger than ever before.
SuperValu, the independent supermarket group, says it will sell €3 million worth of Irish strawberries this season.
Matthew Wale, fresh food trading manager with SuperValu, said he is optimistic the Irish strawberry season will extend into late October.
That's due to a new variety, El Santa, which favours warmer conditions. The Irish strawberry season usually ends in September.
Bord Glas is urging consumers to eat Irish strawberries as a tasty and low calorie snack. It says they are a perfect treat for helping to eat a recommended four or more portions of fruit and vegetables a day a target being met by 74% of the population aged eight years and over.
Research shows that compared to three years ago, 29% of consumers are eating more fruit and vegetables and 52% of the population eat fresh fruit at least once a day.
The retail fruit market is worth €329 million, which represents 41% of the total fresh produce market of €801 million.
Some 97% of Irish households buy fruit annually and spend on average 261 each per annum.
Retail sales of strawberries in particular were estimated at €15.2 million in 2002 up from €11.3 million for the previous year.
