Strawberries at Wimbledon
(Picture: Getty Images)The cost of strawberries at Wimbledon has not increased despite soaring food prices, according to the All England Club's chief executive.
Every year more than 1.5 million strawberries supplied by Hugh Lowe Farms are enjoyed by Wimbledon spectators with more than 10,000 litres of fresh cream.
Despite rising inflation and global supply chain issues exacerbated by the Russian invasion of Ukraine , the quintessential item still costs £2.50 at the championships this year- the same price that has been charged since 2010.
Speaking about the cost of living crisis, AELTC chief executive Sally Bolton said: "Like every other business our costs are increasing across the board so we’re having to balance that challenge.
“As much as we can we’re trying not to pass that on to the consumer.
“One of the most iconic parts of our food and drink offer, strawberries, are kept at £2.50 and have been now since 2010, so we’ve retained those at an accessible price despite input prices going up.”
Bolton added that Wimbledon focuses on "as much local sourcing as we can", saying choosing suppliers closer to home has "served us well in a situation where supply chains can be challenging".
Wimbledon's exclusive strawberry supplier, Hugh Lowe Farms, has partnered with the tennis championships for nearly 30 years.
The long-standing tradition has been a feature of the tennis championships since they first began in 1877.
Every year, more than 30 tonnes of strawberries are enjoyed by tennis fans throughout the tournament, according to Kent-based farm.
And with this year expecting to hit record crowd numbers, with the introduction of play on the Middle Sunday, this year could see a record number of strawberries being eaten.
To keep strawberries fresh and in the best condition possible, Vodafone has supplied a new tracker which enables the farm to check the progress of the fruit.
The technology collects farm data to support decision making for better soil and crop health, effective water use, and precision fertilizer and pesticide application.
Nick Gliddon, Business Director, Vodafone UK, said: “Wimbledon wouldn’t be Wimbledon without strawberries and we’re excited to show the power of our technology to make a huge operation like this more efficient and reduce the impact on the environment."
Marion Regan of Hugh Lowe Farms, said: “It is a great privilege to be the sole provider of strawberries to Wimbledon, and that’s a role we’ve had for nearly 30 years.
“Now we’re using Vodafone’s cutting-edge technology to be able to deliver the best ever quality strawberries, all produced in a more sustainable way, for fans to enjoy.”
