Preparing for the Berry Season

How Top Growers Are Preparing for 2025 | FruitCast

FruitCast is expanding its trials this year, now servicing 15% of the UK berry market. Our yield forecasting software is rolling out across 300 hectares of UK strawberry farms, equipping growers with precise, data-driven insights at scale. By working closely with our grower partners, we’re helping farmers optimise labour, meet retailer demand, and maximise yields more efficiently than ever before.

As we gear up for the season, here’s what UK farmers are focusing on:

As winter draws to a close, UK farmers are gearing up for one of the most crucial times of the year, the strawberry season. With warmer temperatures on the horizon, growers across the country are preparing to supply the UK market with fresh, locally grown berries. While much of the soft fruit consumed during winter months is imported from overseas, demand for in-season British strawberries reaches its peak during the harvest window from May to September. Each year, UK strawberry production increases, making preparation more essential than ever to ensure a successful and profitable season.

Key Preparations for Strawberry Farmers

The berry season is short but intense, and the work that goes into preparation months before harvest directly impacts yield, quality, and profitability. Every aspect of farming operations, from securing seasonal labour to protecting crops from adverse weather, must be meticulously planned.

1. Labour and Workforce Management

One of the biggest challenges strawberry farmers face is securing a reliable workforce. Many farms rely on seasonal workers, often recruited from overseas under government schemes. Recruitment begins months in advance, ensuring there are enough pickers available at peak harvest time. Without a sufficient workforce, even the most abundant crop risks being left unpicked, leading to waste and lost revenue.

2. Planting and Crop Management

Strawberry plant bags need to be in place well before the season starts. Depending on the variety, set up typically takes place in March. Farmers carefully select high-yielding and disease-resistant cultivars to maximise production. Proper spacing, irrigation, and nutrient management are critical factors that determine the quality and volume of the harvest.

3. Retail Contracts and Market Planning

Many UK strawberry farms have long-term contracts with supermarkets and wholesalers. These agreements need to be negotiated and secured well before the first berries ripen. Retailers demand consistency in supply and quality, so farms that can accurately forecast their yields are in a stronger position to maintain and expand their contracts in future seasons.

4. Infrastructure and Polytunnels

Polytunnels are an essential part of modern strawberry farming, protecting crops from unpredictable UK weather and extending the growing season. Ahead of the season, farmers repair or build new polytunnels to ensure maximum coverage. Proper ventilation, temperature control, and structural integrity are all key considerations.

5. Spring Frost Prevention

Late frosts pose a serious threat to strawberry crops, potentially damaging early flowers and reducing yield. Farmers implement various frost protection methods, such as fleece covers, heated irrigation systems, and wind machines, to mitigate risk and protect their investment.

6. High Winds

Early-season high winds can pose a serious threat to strawberry farms, causing damage to polytunnels, plants, and plastic coverings. Strong gusts can tear protective structures, leaving crops vulnerable to the elements and delaying the growing process. Farmers must conduct regular maintenance checks on polytunnel frames and anchoring systems to ensure they can withstand extreme weather conditions. Preventative measures, such as reinforcing tunnel edges and securing plastic sheeting, help minimise the risk of damage and keep crops protected as the season approaches.

7. Water and Soil Quality

Water management is vital for a healthy strawberry crop. Ensuring a clean, nutritious and sustainable water source is a priority in the months leading up to the season. Soil preparation also begins up to six months in advance, with farmers testing pH levels, improving drainage, and incorporating organic matter to enhance fertility.

The Role of Yield Forecasting in a Successful Season

Accurate yield forecasting is essential for UK strawberry farmers, helping them plan labour, meet retailer commitments, and minimise waste. FruitCast’s technology provides precise yield predictions by processing video data to count crops and integrating advanced weather forecasting. We estimate production tonnage, suggest optimal harvest days, and offer data-driven insights to refine growing strategies, including financial planning based on market trends. Our AI-powered system adapts forecasts in real time, ensuring you stay ahead of changing conditions while keeping your data secure and confidential.

Beyond forecasting, FruitCast enhances farm management with a digital portal for mapping crops via satellite imagery and tracking soft-fruit varieties. Our industry-leading weather service delivers hyper-local forecasts six weeks ahead, with daily updates and alerts for critical temperature changes. Backed by expert agronomy support, we provide personalised onboarding, live app demos, and 24/7 assistance. Our AI-driven agronomist simplifies complex data, offering real-time insights into yield predictions and weather, empowering farmers to make informed decisions with confidence.

Strengthening Retail Relationships Through Data

Retailers expect consistency, and farms that can reliably deliver agreed-upon volumes of fruit strengthen their partnerships with major supermarkets and wholesalers. Yield accuracy reduces the risk of overpromising or underdelivering, ensuring trust and long-term contract security.

With FruitCast’s forecasting tools, farmers gain the insights they need to stay ahead of challenges, maximise their harvest potential, and build sustainable business relationships that secure their place in the UK’s growing berry market.

Building a Stronger Future for UK Growers

The UK strawberry season may be brief, but its impact on the agricultural economy is significant. Farmers who invest time and resources into meticulous preparation, whether it be securing labour, managing crop health, or utilising forecasting tools -stand to benefit the most.

As demand for fresh, homegrown UK strawberries continues to rise, the importance of smart planning and technological integration has never been greater. With accurate yield predictions and strong retailer relationships, UK farms are well-positioned to thrive in the ever-evolving soft fruit industry.

Final Thoughts: 2025 is About Preparation, Not Reaction

The best growers aren’t waiting to see what 2025 brings; they’re already positioning themselves to thrive in an uncertain landscape. Whether it’s leveraging data for smarter decision-making, improving labour efficiency, or strengthening their supply chain, the key theme is preparation.

By staying ahead of the curve, today’s leading strawberry growers are setting themselves up for a successful and resilient future. The question is: What steps will you take to prepare for 2025?

Join the FruitCast Community Today

Becoming part of the FruitCast community means joining a group of forward-thinking farmers who are redefining success in agriculture. The future of farming is data-driven, and FruitCast is here to help you harness the power of your data. With spots filling up quickly for 2025, now is the time to secure your place and start realising the potential of technology-driven agriculture.

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