According to data from British Summer Fruits, the UK berry industry has grown 600 per cent over the 25 years that the trade organisation has been in existence, and the market is now worth a massive £1.5 billion a year.
Nick Marston has been chairman of British Summer Fruits, which is funded by a voluntary grower levy, since 2017. Commenting on the significant changes that the industry has seen over the last 25 years he said, “The work British Summer Fruits does in representing the whole berry industry is invaluable. Our annual campaign to support growers spans our proactive Love Fresh Berries consumer engagement campaign, which focuses on the health benefits and versatility of fresh berries, as well as recipe ideas and seasonal information to inspire purchase in addition to media outreach and government lobbying.
“Our PR campaigns typically achieve a 40 to 1 return on investment and have evolved in recent years to include social media and improved ways of measuring our impact, and it’s no coincidence that the industry has seen solid growth every year the campaign has run. With increasing calls for consumers to adopt healthier lifestyles and diets, our work to highlight fresh berries as a delicious, healthy snack and ingredient is extremely important. We also need to continue to drive consumer demand to support our UK berry growers and their growth ambitions by providing an ever-expanding market for their crops.”