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06 Jul 2017

Cherry On Top

Elinor Griffin, Waitrose Cherry Buyer

This week sees the launch of the latest television advert from Waitrose which champions the British cherry. 

The 40 second advert starts with bees in cherry blossom and ends with cherries and a dense syrup tumble from the top of a perfect pavlova.

The honey bees were filmed at Lower Hope Fruit’s Sidnall Farm in Pencombe, where more than 90 tonnes of cherries are produced for Waitrose each year.

The highlight of the advert is footage of a bee burrowing itself in cherry tree blossom, looking for nectar and collecting precious pollen on its body.  The bee is one of thousands that spent the spring on the farm in Herefordshire, cross-pollinating cherry trees as they buzzed backwards and forwards around the orchard. 

Elinor Griffin, Cherry Buyer at Waitrose comments; “The advert captures exactly what goes into growing our sweet cherries, showcasing all of the hard work that the bees do for us. This year we have a bumper crop thanks to the good weather and we predict that our customers will snap up a punnet or two to enjoy over the weekend.”

“Each spring, we introduce around 50,000 bees.” says Fruit Manager Emily Livesey from the Farm. “It’s an amazing process that many people don’t know much about.  The bees are crucial to the cherry-growing process because they cross-pollinate the trees. Without them, we’d have no fruit.” 

Waitrose is the only supermarket to insist that all of its fresh British fruit and vegetable growers are LEAF Marque certified - this includes Lower Hope Fruit. This guarantees to consumers that the producer operates in an environmentally responsible way. 

Accredited growers employ responsible farming techniques, including crop rotation, wildlife habitat creation and limit use of chemical fertilisers and pesticides. 

Waitrose Sweet and Juicy Cherries, £2/200gms are available in branch and online now at www.waitrose.com 
 

For further information please contact the Waitrose PR team at ZPR on 0207 896 3404 or email waitrose@z-pr.com.

Information and prices correct at time of release.  Waitrose customer enquiry number is 0800 188 884.

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