The decision means the grocer sources its strawberries exclusively from British farms year-round, despite the sector’s particular challenges.
Strawberry season in the UK traditionally runs from early May to late September. Despite weather challenges and this relatively short window, Co-op has been able to push on with its target due to investments by growers in techniques that help protect and advance crops.
The heating of polytunnels during cold nights and wintry days has proved essential. Meanwhile, investments in biomass boilers – which run on sustainable wood – along with heat exchange pumps and anaerobic digestion plants, rather than gas or oil, have helped mitigate rising fuel costs linked to ongoing global conflicts, Co-op said.
The renewal of the 100% target forms part of the retailer’s commitment to supporting British seasonal produce and working with growers to extend the season, with a focus on building longer-term resilience and food security.
Co-op’s 2026 strawberry range will consist of three variants, one of which will be designated as ‘premium’, with prices starting from £2.60.
The firm’s British strawberries will initially be sourced from growers in Kent, Herefordshire, Chichester and the south west of Wales, with varieties including Eves Delight, Lady Isabella, Lady Emma and BerryWorld Eve.
As the season develops, Co-op is planning to widen its supply to include Berkshire, Surrey, Lincolnshire, the West Midlands and Scotland, with varieties including BerryWorld Joyful, Eves Joy and Lady Grace.
Emily Young, senior buying manager at Co-op, said: “We’re proud to champion homegrown and seasonal fruit and veg on offer across our stores and work incredibly closely with our producers and growers to extend the UK season as much as possible, which is why we’re thrilled to be switching to be 100% British strawberries before anyone else for the fourth year running.”
The retailer has also pledged to exclusively sell Scottish-grown strawberries in its Scottish stores once the season is in ‘full swing’.
According to Co-op, it has nearly doubled the percentage of British strawberries being sold this year compared with last year, with volumes up by 98%.
