The British retailer Sainsbury’s is accelerating its long-term partnership strategy and expanding its commitment to the berry sector, signing new five-year contracts with 62 UK farms. Key partners involved include major names such as Angus Soft Fruit, Chambers, Soft Fruits Direct, J.O. Sims and Dyson Farming.
A model focused on stability and investment
The initiative represents a further step forward in extending multi-year agreements already in place across other key categories such as pork, poultry and dairy. According to the company, by 2027 more than 2,500 British farms will benefit from long-term contracts, with a total value exceeding £5 billion. This commitment will secure the supply of around 3.1 million tonnes of domestically produced fresh food.
The expanded model is not limited to berries but also includes other strategic products such as carrots, mushrooms, milk and chicken, with the aim of strengthening the resilience of the agri-food supply chain in a context marked by rising operating costs, climate pressures and global instability.
Berries: from seasonality to long-term planning
Traditionally, the berry sector has relied on short-term and seasonal agreements. With the introduction of five-year contracts, Sainsbury’s aims to provide growers with greater economic certainty and long-term planning visibility. This approach enables farmers to invest more confidently in innovation, sustainability and improvements in production techniques.
A concrete example of the impact of these partnerships is the agreement signed in 2025 with Monaghan Mushrooms, which has already delivered a significant result: Sainsbury’s became the first UK retailer to offer peat-free mushrooms.
The retailer’s vision
“Good food is a daily necessity. In an uncertain environment, our goal is to maintain high-quality products at affordable prices, while ensuring that producers have the security they need to plan for the future,” said Simon Roberts, CEO of Sainsbury’s.
Roberts highlighted how long-term contracts and cost-of-production-based models are a distinctive element of the company within the UK retail landscape. “When farmers know what we will buy, at what price and for how long, they can invest and continue producing high-quality British food, grown responsibly,” he added.
Looking ahead: the future of the supply chain
The expansion of long-term agreements in the fruit and vegetable sector, including berries, marks a structural shift in the way relationships between retailers and agricultural producers are managed. In an increasingly volatile market, contractual stability is emerging as a strategic lever to ensure continuity, quality and product origin.
For the berry sector in particular, a new phase is opening up, where planning and investment will play a key role in addressing climate challenges and meeting consumer expectations.
Source text and image: www.fruitnet.com
