A Taste of Summer and Tradition

Wimbledon season calls for fresh, local strawberries

July is a peak month for seasonal produce in the UK, bringing a rich variety of fruits and vegetables to the table. Juicy strawberries, plump raspberries, tart gooseberries, and sweet cherries are all in their prime, alongside vegetables like courgettes, broad beans, peas, and new potatoes. These ingredients have long been part of the British diet, with peas and beans dating back to medieval times, often grown in monastic gardens.

Strawberries, however, are the true icon of British summer. Though wild strawberries have been eaten in Britain for centuries, the larger garden varieties we know today became popular in the 18th century after being cultivated in France. Their status as a national favourite was sealed by their association with the Wimbledon tennis tournament. Strawberries and cream have been served at Wimbledon since the very first championship in 1877. At that time, strawberries were considered a luxury fruit and pairing them with cream was a simple but elegant treat. The tradition has endured for nearly 150 years, becoming a quintessential part of British summer culture.

This July, enjoy peak-season British strawberries from passionate local growers including Brambletye, Chegworth, Fiveways, Fruitway Farm, Manor Farm, and Perry Court Farm.

You’ll find them across London at our following markets: Balham, Blackheath, Ealing, HSK, Islington, Marylebone, Notting Hill, Parliament Hill, Pimlico, Queens Park, South Kensington, Twickenham, Walthamstow, West Hampstead & Wimbledon.

Support local, eat seasonal, and experience the true taste of a British summer.