British Summer Fruits has a new name in time for the summer: the organisation that represents the majority of commercial soft fruit growers is now, fittingly, British Berry Growers.
Along with the new brand, the industry’s berry backer wants to ensure its seasonal offerings comprise 100% of the market and for its exports to surpass by 50% its own British sales by 2035.
“The launch of British Berry Growers marks an exciting moment for the British berry industry,” said British Berry Growers chair Nick Marston. “British Berry Growers will champion the tireless work of our berry growers, both big and small, and support them as they adapt to the future challenges of seasonal berry production. We’re here to secure the long-term success of the British berry industry.”
Marston noted that soft fruits have grown into a £1.6 billion industry each year, an amazing doubling in value over 10 years. He called it a “key contributor to UK food self-sufficiency.”
To sustain future and long-term success it has set out a range of goals:
- “To ensure understanding of the British berry industry’s positive contribution to a sustainable rural economy and the nation’s health, and shape government policy to support British Berry Growers’ mission
- To direct world-leading berry research and development that supports treatment of pest and disease, crop utilisation and drives future efficiencies, including the reduction of the carbon, waste and water footprint of the UK berry industry
- To grow sales for berries by building UK consumer awareness and advocacy, focusing on British berries first and driving overall consumer demand by covering 52 weeks of the year
- To identify and tackle the industry’s key risks to ensure its long-term viability and to provide issues support for UK berry growers.”
The group, which will continue its support of the Love Fresh Berries campaign, also has launched a new research and development advisory board, tasked with advancing British berries on the world stage, both “technically and environmentally.”