In a development of ShelfWatch, NFU Scotland’s survey of Scottish produce available in supermarkets, the Union is launching a 2025 Soft Fruit Series. During the peak harvest period for strawberries, raspberries and blackberries, we want to know how soft fruits are marketed and sold in Aldi, Asda, Co-op, Lidl, M&S Food, Morrisons, Sainsbury's, Tesco.

The Scottish berry industry contributes over £188 million to the Scottish economy. But behind the scenes, profitable horticulture has become increasingly difficult to obtain. Growers are contending with a perfect storm of challenges. Labour shortages remain a real issue in the wake of Brexit, leaving soft fruit producers struggling to recruit the workforce needed to harvest and pack crops. In addition, increasingly unpredictable weather patterns such as flooding, drought and late frosts have disrupted planting schedules and impacting crop yields. As input costs have risen, many businesses have also struggled to keep up with the growing pressure. While horticulture is one of Scotland’s most dynamic and innovative sectors, it's being stretched to breaking point.

ShelfWatch’s Soft Fruit Season will tell us how retailers support Scottish growers and help nurture our pressured horticulture sector. This work coincides with Scottish Government Berries of Scotland campaign launched at the Royal Highland Show. This commitment from Government to champion the quality, seasonality and sustainability of Scotland’s world-class soft fruit sector, is very much welcomed and one we want to support.

To go a step further, ShelfWatch’s Soft Fruit Series will track which supermarkets stayed true to commitments for homegrown produce. Our five key retailer asks set out earlier in the year around sourcing, promotion, value and fairness, labelling and branding, are key objectives we want them to champion. We’ll use results to highlight opportunities or gaps in the supply chain, and how our fantastic growers and producers can be better supported.

As summer progresses, we’ll continue shining a light on the incredible produce grown here at home. Let’s celebrate Scottish berries and make sure they take pride of place on supermarket shelves and family tables alike.