Marks & Spencer is launching a trial on four farms with the goal of improving the quality and yield of strawberries through precision pollination.
After catching consumers’ attention with its limited-edition strawberries and cream sandwich, Marks & Spencer is now aiming to revolutionize strawberry cultivation by combining two seemingly distant worlds: artificial intelligence and bumblebees.
Precision pollination for more uniform fruit
The British retail giant is working with a small group of growers across four farms to test an innovative precision pollination system. The goal is twofold: to boost production and improve fruit quality while also supporting biodiversity.
The technology monitors bumblebee activity in real time across the cultivated fields. The collected data allows farmers to take targeted action, such as relocating hives or introducing nectar-rich plants to attract more pollinators where needed.
According to M&S, bee activity in the test areas has nearly doubled, with encouraging results: a more even distribution of fruit and greater uniformity in strawberry size.
A long-term strategy
The trial is still ongoing and further data will be collected throughout the season to fully evaluate its impact. However, the investment is part of the company’s broader strategic vision.
"Our success as a private-label retailer stems from strong relationships with our farming partners, which allow us to invest long-term in innovation and quality," said Victoria McKenzie-Gould, Corporate Affairs and ESG Director at M&S.
"This philosophy also drives our goal of becoming Net Zero by 2040, supported by our Plan A Accelerator Fund, through which we invest £1 million each year (around €1.18 million) in new or untested solutions."
Toward more sustainable fruit farming
The combination of technology and nature thus appears to offer new prospects for more sustainable and efficient fruit growing. If the results continue to support early findings, precision pollination could pave the way for other soft fruits such as blueberries, raspberries, and blackberries.
Source text and image: fruitnet.com
