Aldi Backs British With Strawberry Price Drop And Local Pop-Up
- Sarah-Jayne Gratton
- 2 days ago
- 2 min read
Aldi is giving British strawberries an early boost this spring with a nationwide price promotion aimed at getting more shoppers to buy home-grown fruit — without growers bearing the cost.
From Thursday 24th April to Wednesday 7th May, the UK’s third-largest supermarket in produce sales* is cutting the price of its Nature’s Pick 227g British strawberries by 20%. The discount will be fully funded by Aldi, ensuring its growers continue to receive the same fair payment.
The retailer expects the two-week promotion to drive a 40% surge in strawberry sales, helping consumers enjoy British-grown fruit earlier than ever while supporting domestic agriculture.
As part of the campaign, Aldi is taking the story direct to shoppers. Customers in Hereford will be treated to a free tasting event hosted by long-standing supplier S&A Produce at the Aldi store on Eign Street. The pop-up will also give shoppers the chance to meet the local grower behind their berries.
Family-owned S&A Produce has worked with Aldi since 2010, supplying the supermarket with premium British soft fruit.
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.”
The strawberry initiative is the latest in a series of high-profile commitments to British farming from Aldi. The retailer recently inked a £320 million deal with Warrendale Wagyu, bringing premium-quality Yorkshire beef to stores nationwide. In 2023, it also secured a landmark £750 million, 20-year agreement with Kent-based apple grower AC Goatham & Son, leading to the creation of the Aldi Orchard — a dedicated 200-acre apple-growing site in Gravesend.
With these initiatives, Aldi continues to strengthen its position as a major supporter of British produce, using its scale to bring value to both shoppers and growers alike.
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