Waitrose reports speedy harvests, autumn already on the shelves

Recorded one of the warmest summers since 1884, this year's lack of rainfall since May has sped up the arrival of autumn, bringing crops to maturity up to 2 weeks earlier than usual. Only 50 mm of rainfall was registered between 1st March and 11th July, which just represents 20% of average rainfall during this period. Waitrose reports already seeing the early signs of autumn, with a speedy arable harvest at its Leckford Farm Estate, with some of the worst effects of the dry, hot growing season mitigated by farming practices that increase the organic matter in the soil to produce resilient, high quality produce in these conditions.

Soaring customer demand for autumn products 

Waitrosee also confirms a change of customer behaviour in its 313 stores and online platform. Classic autumn fruits like blackberries and apples already soar in popularity. Compared to this time last year, the chain confirms the sales for Bramley apples increased by +23%, blackberries +56%, conference pears +21%. Colin Pratt, Fruit Farm Manager at Leckford Farm (Waitrose group) comments, “We're anticipating an earlier harvest—approximately 7-10 days ahead of average—due to the long, hot summer. We also expect this to be a higher 'Brix' year, the measurement used to establish how much sugar is in fruits, indicating a healthier and more nutrient-dense crop.”

Still, no compromise on quality or taste

Jessica Street, Apple Buyer at Waitrose comments, “We've got an early start to the apple season this year, all thanks to ideal spring conditions and a warm temperature throughout the growing season accelerating the ripening process for many fruits, like apples. The good news is, there's absolutely no compromise on quality or taste, so you can expect to see British apples proving very popular late August and early September."

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