The beginning of the British strawberry season is officially underway, with predictions of a record year of sales estimated at £325 million (US$446 million). 

The U.K. soft fruit sector is forecasting year-on-year sales growth due to increasing demand for home-grown berries amongst British consumers.

In addition, 2015 sees an increase in production levels across the country with the introduction of new varieties and expanded use of innovative growing methods as well as one of the sunniest winters in U.K. recorded history.

According to a release, this season's strawberries will be even bigger, sweeter and juicier as a result of the levels of sunshine over the winter months totaling 196 hours. The MET office also reported the warmest day in April for four years, peaking at 25°C (77°F).

With longer periods of natural light the rate of photosynthesis has increased leading to strawberry plants creating more sugars.

Although this year's British strawberry season has started 10 days later than in 2014, industry body British Summer Fruits predicts 76,000 metric tons (MT) of strawberries will be produced this year, topping last year's volume of 64,00MT.

"Sales of British strawberries reveal a robust and expanding soft fruit category that is meeting growing consumer demand through modern growing innovations and higher yields," British Summer Fruits chairman Laurence Olins says in the release.

"The berry industry as a whole, continues to expand and U.K. strawberry growers are producing increasing volumes of quality strawberries. So consumers can look forward to ample quantities of strawberries on the supermarkets shelves this summer."

Production has increased 36% over the past five years, while strawberries grown under glass were available from March this year thanks to the unusually mild winter.

www.freshfruitportal.com