Marks & Spencer will sell strawberries grown by Tim O'Malley of O'Malley Berry Co. in all 22 of its Northern Ireland stores from Tuesday, 12 May. The Co Armagh grower began strawberry production in May 2024.

O'Malley Berry Co. expanded to 20 growing tunnels and 100,000 strawberry plants after partnering with M&S. Production now runs from April to November using glasshouse technology.

The farm collects rainwater from the glasshouse roof for irrigation. Strawberries grow in coir from coconut husks in reusable troughs. Biological pest control limits chemical use.

Sensors monitor moisture levels remotely for real-time irrigation adjustments. Hand-picking occurs at harvest, and strawberries pack in cardboard punnets.

Previously, M&S sourced berries from outside Northern Ireland. Shaun Doherty, M&S Senior Agronomist, stated the partnership supports local fresh produce and Plan A for Farming sustainability initiative.

Dole Ireland assists in supply chain delivery to stores.