This year’s Celebrate Strawberry Season has been launched, organised by the Irish Soft Fruit Growers Association in partnership with Bord Bia and the IFA.

The campaign encourages people to choose locally grown strawberries throughout the May to November strawberry season. The campaign urges consumers to replace refined sugars with strawberries as a natural and healthy alternative and to highlight that one portion of strawberries provides 100% of an individual’s vitamin C requirement in a day.

Orla Walsh, a registered dietitian, said: “Strawberries are nutritional powerhouses bursting with nutrients, deliciously sweet yet low in calories. One portion of strawberries, which is about 7 berries, gives you all the vitamin C you require for the day, helping us to look and feel at our best. One thing that makes them even more special is that strawberries are low in calories yet high in fibre.”

Lorcan Bourke, Fresh Producer Manager, Bord Bia, said: “During the course of the summer months, strawberries are one of the most popular soft fruits eaten in Ireland. There are circa 175 hectares of fresh strawberries grown in Ireland and the industry is worth almost €40 million to Irish growers. Recent research by Kantar Worldpanel (2020) shows that Irish households spend €120m per annum on fresh strawberries and that over 5 years, both the volume and the value of strawberry sales have grown by 50%, showing the increase in popularity of this household favourite fruit. Thankfully we have a strong supply of locally grown strawberries available throughout Ireland.”

Strawberry recipes and nutritional information are available on www.bordbia.ie/strawberry-season and these will be shared on social media throughout the campaign with the hashtag #CelebrateStrawberrySeason.

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