A Guide to Seasonal Berries

The Seasonal Reality

Strawberries are available year-round. But that doesn’t mean they’re equal year-round.

Understanding the seasons helps you appreciate what you’re eating — and when the truly exceptional moments arrive.

UK Season (May – September)

This is when British strawberries are at their peak. Sun-ripened. Naturally sweet. The flavour is incomparable.

During these months, we source exclusively from UK farms. The strawberries travel shorter distances and arrive fresher.

What to expect: Deeper colour, more intense flavour, slightly smaller sizes but extraordinary sweetness.

Shoulder Season (March – April, October – November)

As the UK season fades, we transition to European imports. French and Belgian strawberries maintain excellent quality, though the character shifts slightly.

What to expect: Larger sizes, good flavour, reliable quality.

Winter (December – February)

The most challenging months. We work harder to maintain our standards.

Options include:

• Spanish greenhouse production (reliable, less complex)
• Dutch hydroponic systems (consistent, milder flavour)
• Occasional Japanese imports for special editions (extraordinary, limited)

What to expect: We’re more selective than ever. Rejection rates are higher. Quality is maintained, but availability may be limited.

Our Promise

Whatever the season, we never compromise on quality. If the strawberries aren’t good enough, we don’t sell them.

Some weeks, that means smaller drops. That’s acceptable. Mediocrity isn’t.

The seasons change. Our standards don’t.