At the official launch of the strawberry season, the board reported a dramatic increase in both consumption and crop acreage in the Republic.

This summer, consumers are expected to buy more than 20.5 million (£17.6m) worth of Irish-grown strawberries, almost double the figure of four years ago.

Research in supermarkets and other retail outlets has shown that Irish consumption of strawberries is increasing annually, according to Bord Bia market manager Teresa Brophy. Figures for the frequency of purchase last year showed an annual rise of more than 13 per cent and the increasing demand is reflected in an expansion of the fresh market crop to 178 hectares, which is close to a doubling of the size five years ago.

On the health benefits, Brophy said strawberries were rich in vitamin C, folic acid, potassium and fibre. The expert advice was that they should be eaten whole "because much vitamin C can be destroyed in chopping and cooking".

Gary McCarthy, chairman of the Irish Soft Fruit Growers' Association, said the strawberry business was expanding rapidly in response to consumer demand, with growers producing "bumper crops of the highest quality and safety standards".

He cited the introduction of a "weather-proof" variety of plant as an important development for Irish growers.

This variety, he said, was able to withstand the wetter and colder climate experienced in Ireland without loss of production.

FPJ News