Display unit will allow shoppers to pick their own strawberries in store

Shoppers could soon be picking their own fresh strawberries from plants growing year-round on supermarket shelves, according to food design studio Bompas & Parr.

Fruit Fantasia: in-store display - image: BSF
Fruit Fantasia: in-store display - image: BSF

Its futuristic "Fruit Fantasia" plan, which was commissioned by industry body British Summer Fruits (BSF), was unveiled last month in the Marks & Spencer store at Marble Arch in central London.

Inspired by fashion retailing, the concept is said to bring the scents, tastes, sounds and sensations of the strawberry field to the shopping aisle, with a mist of berry aromas being emitted around the store.

The strawberry plants themselves are grown in coir, with "hydro-pebbles" providing a controlled supply of water and nutrients, while overhead red and blue LED lighting promotes continued growth.

BSF chairman Laurence Olins said: "The soft-fruit industry is at the forefront of innovation and the idea of having the fruit ripening in store so that consumers can pick them at their best and try out the exceptional varieties could really help future sales."


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