UK soft fruit cooperative Berry Gardens has revealed that its strawberry sales have fallen by 7 per cent year-on-year following a late start to the season, a difficult winter and a decrease in overall production area.

However, Berry Gardens has been buoyed by a recovery in premium line sales and a "dramatic" increase in table-top production.

Speaking at the Fruit Focus trade show today (21 July), in East Malling, Kent, Berry Gardens managing director Nick Marston said that after a "hard winter" the UK strawberry season had started on average a week late.

"As a result, we have sold 7 per cent less strawberries to the week ending 10 July than in 2009," he said.

Mr Marston also said that the cooperative's total strawberry production area was down by 7 per cent compared with last season.

Despite this, he said that further expansion of table-top production should result in the same amount of strawberries being produced as last year by the end of this season.

"Table-top production has increased quite dramatically, as it's now in excess of 25 per cent," he said. "Three to four years ago, it was only about 5-6 per cent, and I think we will continue to see an increase in table-top production."However, Berry Garden's managing director said the cooperative's growers had been affected by supermarkets' decision to move to smaller pack sizes - from 454g to 400g - that had resulted in increased unit costs and a fallen net return to producers.

On a more positive note, Mr Marston said sales of premium lines were "resurgent".

"Retailer focus has moved away from discount lines," he said.

Mr Marston noted that he expected sales of Driscoll Jubilee premium strawberries to increase by 35 per cent by the end of 2010 compared with last season.

Driscoll Jubilee, he added, currently has a 90 per cent share of the UK premium strawberry market.