British blueberries are enforced
Blueberries are fast becoming a staple for consumers in the UK, but it may take a bit longer to make people see that there are blueberries grown in the UK.
«The British summer fruit campaign is doing a good job of promoting British blueberries. It is difficult for consumers to realize that we grow blueberries here"explains Chris Chinn of Cobrey Farms. «When we start to raise awareness, I think that consumers will start asking for British blueberries, something they could not do when they were not on the shelves«. Cobrey Farms is also expanding the season on both ends by using varieties and plastic covers.
Blueberries grown in the UK are abundant at the moment, and the season runs from mid-June to late October. «The peak of the season occurs between mid-July and all of August, and then the late crop lasts until mid-October«explains Chinn. Prices are slightly higher than imported blueberries. They all cost around £2 per basket, but each basket of imported blueberries contains 250 grams, compared to 150 for the British ones. Labor costs drive up prices for British blueberries. «From the retail point of view, Polish blueberries are found in 250 grams packaging, while British blueberries could be offered in 100 or 150 grams packaging. That is mainly due to labor, because the 70% of the cost is labor and here it is more expensive«says Chinn.
Without a doubt, demand for the world's fastest growing fresh fruit has not diminished. «They are very practical, very versatile. They do not have the complexity or the flavor of other fruits, but they are very easy to consume, the children love them and they have enough shelf life, besides they are better kept in the fridge than other red fruits«Adds Chinn.
Blueberries are a hit with kids and parents alike thanks to being considered a superfood, and Chinn sees growth potential here. «I think there is growth potential. People also like to put them in cereals or shakes. In this fast-paced world we live in, I think that's an advantage«, he indicates. British blueberries are not expected to compete with the classic Wimbledon strawberries and cream, but Chinn says consumers are not stopping buying blueberries because strawberry season arrives. «If you have a bowl full of strawberries, you may want to add some blueberries«.
Wye Valley blueberries, Cobrey's brand, are also sold on the wholesale market. «The chefs are also learning that there are British blueberries, excellent news, because they can help promote them and show the public how great they are.«.
Ultimately, Chinn is optimistic that the British blueberry is coming into its own and has a long way to go. New plantings are starting to bear fruit and some tasty new varieties will help in that process. «This will demonstrate to consumers the uniformity in terms of freshness and flavor that differentiates British blueberries. In terms of quality, we can have good possibilities and, with luck, British producers will make it a brand«.
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