Aldi is encouraging shoppers to buy British early this spring by slashing the price of its home-grown strawberries in stores.
Britain’s third largest supermarket in Produce* is cutting the price of its Nature’s Pick 227g strawberries by 20% for two weeks from Thursday 24th April to Wednesday 7th May.
The supermarket is footing the bill for the promotion, meaning farmers won’t be paid any differently, and expects sales to soar by 40%.
It’s part of Aldi’s wider commitment to investing in local growers by championing British produce.
As part of the activity, Hereford customers will have the opportunity to meet their local grower and try the home-grown produce for free at a pop-up hosted by Aldi’s berry supplier, S&A Produce, at the Eign Street store.
Family-owned S&A Produce has been a long-standing Aldi partner, working to supply the business with quality British produce since 2010.
Julie Ashfield, Chief Commercial Officer at Aldi UK, said: “We work closely with British growers all year round to be able to provide our customers with great quality produce at unbeatable value.
“It’s thanks to our strong, long-term relationships that we can bring even better value to shoppers this spring, offering the very best of British strawberries at a standout price earlier than ever.”
It comes as Aldi recently signed a £320 million deal with Yorkshire beef supplier, Warrendale Wagyu, to provide premium-quality Wagyu steaks in stores across the country as part of its long-term commitment to British farming.
Last year, it signed a £750 million 20-year deal with family-owned British apple grower, AC Goatham & Son, which saw the introduction of the “Aldi Orchard” – a 200-acre plot on New Green Farm in Gravesend, which grows a mix of apples for Aldi stores across the country.
*Worldpanel by Kantar, Total Fruit & Vegetables Value Sales, 52we 23rd March 2025.
Comments are closed.