Aldi has issued an update for thousands of shoppers buying raspberries this summer, alerting them to fruit that is sweeter and larger than usual thanks to a bumper crop. The supermarket is now stocking 100 per cent British-grown raspberries to mark the start of the season.
Aldi, which has branches in Birmingham, attributes the improved quality to a cooler spring, which slowed the ripening process and enhanced flavour development. The retailer predicts raspberry sales will rise by 15 per cent year on year, after selling 1,900 tonnes between June and September last year — the equivalent of almost 12 million punnets.
British-grown raspberries began arriving in Aldi stores from 27 May, marking the supermarket’s transition to 100 per cent British-grown fresh raspberries across all UK stores. Aldi works closely with British growers to bring shoppers high-quality produce at unbeatable value.
What Aldi Says
Julie Ashfield, Chief Commercial Officer at Aldi UK, said: "We expect our raspberries to taste better than ever this season, showcasing the fantastic quality of British produce available across Aldi stores. We're proud to work with British farmers and growers across the country while helping customers enjoy more great British produce."
Aldi has teamed up with farmer and TV personality Harriet Cowan to champion British-grown fruit and vegetables and encourage shoppers to buy more produce grown in the UK. The supermarket giant faces competition from Lidl, Tesco, Sainsbury's, Asda, Morrisons, and Iceland.
Shopper Awareness
New research commissioned by Aldi found that while 80 per cent of shoppers say supporting British farmers is important to them, only 27 per cent actively consider whether fruit and vegetables are grown in Britain when deciding what to buy. It also revealed many shoppers do not realise vegetables including cucumbers, courgettes, and aubergines can all be grown in the UK.
Harriet Cowan said: "I’m passionate about highlighting the brilliant work British farmers do to bring high-quality food to our tables. I’ve loved teaming up with Aldi to learn more about the fruit and veg we grow here in the UK and to shine a light on what’s in season."
