British Summer Fruits, the industry body that represents 95% of all the UK’s commercial soft fruit growers, is relaunching and rebranding to become British Berry Growers this month.
Since 1992, the UK’s crop association for the soft fruit industry has supported UK growers to build a billion-pound industry and the largest in UK horticulture. British Berry Growers aims for British seasonal berries to continue to provide 100% of the UK’s needs and for industry exports to be 50% bigger than British sales volumes by 2035.
The new organization will have four key priorities:
- 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 the treatment of pests and disease, crop utilization 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 provide issues support for UK berry growers.
The creation of British Berry Growers brings with it the launch of a new dedicated R&D advisory board. Its purpose will be to enable British Berry Growers to become recognized as one of the best crop associations in the world, technically and environmentally.