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Strawberry production for the fresh market has remained strong in 

 England. European imports discourage early-season production although small 

 volumes are produced under plastic tunnels for early local marketing. Main- 

 season marketing has been strengthened by establishment of cooperatives, a 

 move dictated by concentration of wholesale buying into fewer and larger 

 outlets that demand large volumes of uniform, attractive fruit. These 

 markets also require properly cooled fruit, and cooperative facilities can 

 make this feasible. Cooperative marketing is the only way small growers can 

 compete in this arena. PYO production of strawberries has been growing espe- 

 cially in holiday areas of the country. However, strawberry processing has 

 been declining due to both economic factors and changing eating habits of 

 the Engl ish people. 



Cane fruits are growing in popularity for PYO sales, but very little is 

 otherwise marketed fresh because of the high cost of harvesting and the need 

 for proper cooling if volume marketing is to be attempted. The black- 

 currant, a fruit with which most Americans are unfamiliar, is popular in 

 England primarily as a processed product. Blackcurrant production is highly 

 concentrated since the mechanical harvesters developed for this crop are 

 only efficient on large acreage. Because the capital investment in har- 

 vesting is high, blackcurrant growers have negotiated long-term contracts 

 with processors. Gooseberries and currants have lost favor with consumers 

 in recent decades and are dwindling as commercial commodities. 



The long-term prospects for the soft fruit industry in England seem to 

 rest with further development of fresh fruit sales. There is considerable 

 interest in developing new varieties and production methods to lengthen the 

 harvest season for these crops. Expansion of fresh fruit sales will prob- 

 ably be required to balance continued erosion of the processing market to 

 make this a stable industry. 



