Global fresh berry leader Driscoll’s has strengthened its long-term relationship with The French Garden, its exclusive partner at New Covent Garden, and the two businesses are looking to maximise the potential for berry and cherry sales through the market.

British cherries have been a particular focus in the last quarter and they are considered a customer favourite, as Driscoll’s found in its latest research that 91% of British consumers voiced a preference for British-grown cherries.

Driscoll’s research also found that seven of the 10 best-performing cherry varieties were British, with higher brix levels meaning British cherries are extra sweet, encouraging more people to purchase.

Jon Hillary, Driscoll’s Cherry Product Manager, said: “The favourable weather conditions for cherry growth this year meant we were able to offer consumers flavourful British cherries earlier than usual. We’re thrilled to be delivering fresh British cherries as part of our berry portfolio for a second year. Our commitment to quality and freshness is reflected in every batch, and we are excited for customers and consumers alike to enjoy them all for all occasions this season.”

Iain Furness, Managing Director of The French Garden, Driscoll’s wholesale market partner, selling the company’s cherries and berries at New Covent Garden Market, said: "It's heartening to see Driscolls renewing their focus on the UK wholesale markets. They are working with us exclusively at NCGM. They have seen that we have invested in our brand new facilities here and that we are committed to this market and our partners. We can be more confident in bringing suppliers and customers to the market in our new surroundings and it's a great environment to show off a leading brand like Driscoll’s to our customers.

"We will work with them to promote the brand and they will recommend people come here to the market to buy their berries and cherries. It's early days, but if they are pushing people towards us, it can only be good news for the market," said Iain, pictured.