M&S to stock locally grown NI strawberries for first time

Tim O'Malley started his strawberry growing journey in May 2024

Marks & Spencer is set to stock locally grown strawberries in its Northern Ireland stores for the first time ever, following a new partnership with a Co. Armagh grower that is rapidly expanding production using sustainable farming methods.

From Tuesday, 12 May, shoppers across all 22 M&S stores in Northern Ireland will be able to buy hand-picked strawberries grown by Tim O’Malley of O’Malley Berry Co. — a move being hailed as a major milestone for local produce and regional food sustainability.

The partnership means strawberries grown in Co. Armagh will now go directly onto shelves across the region, reducing food miles while supporting a fast-growing local farming business that has dramatically scaled up in just one year.

Rapid expansion after M&S partnership

Tim O’Malley only began his strawberry-growing journey in May 2024 when he started setting up a glasshouse operation for berry production.

Since partnering with M&S, the business has expanded significantly, with 20 additional growing tunnels now installed on site.

The expansion has allowed O’Malley Berry Co. to increase production capacity to around 100,000 strawberry plants.

Combined with new growing technology, the operation can now produce strawberries from April right through to November — extending far beyond the traditional Northern Ireland strawberry season, which usually runs from May until September.

“Our first M&S strawberries will be hand-picked and sent straight to stores,” said Tim.

“There’s a huge amount of care behind every berry – all to make sure they’re fresh, full of flavour, and grown the right way. That focus on quality is something we and M&S are completely aligned on.”

Sustainability at the centre of production

Michelle Allen, Produce Buyer at M&S, and Tim O’Malley from O’Malley Berry Co.

Sustainability plays a central role throughout the entire growing process at O’Malley Berry Co., with the farm using rainwater harvesting, reusable systems and biological pest control techniques.

Tim explained that the strawberries are irrigated using rainwater collected directly from the glasshouse roof.

“Since strawberries have a naturally high water content, the quality of the water they are given makes a real difference,” he said.

“That is why we use rainwater which is harvested from the glasshouse roof.”

The strawberries are also grown in coir — a natural growing material produced from coconut husks.

“We grow in coir, which is a natural growing material made from coconut husks. Coir is airy and holds moisture well, this helps to keep the roots healthy,” Tim explained.

“We grow in reusable troughs which is better for the environment and helps us keep moisture levels exactly where they need to be, which leads to stronger, healthier plants.”

Natural pest control and technology-driven farming

The Co. Armagh grower also uses biological pest control methods to minimise the need for chemical treatments on crops.

“Using biological pest control means we can protect the plants in a natural way, reducing the need for chemical interventions and producing healthier, more sustainable crops,” Tim said.

Modern technology is also being used to monitor growing conditions around the clock.

“We can track moisture levels from our phones and adjust our irrigation plan in real time – this allows us to care for the plants around the clock,” he added.

Despite the high-tech systems behind the scenes, Tim said traditional methods still remain critical when it comes to harvesting the fruit.

“When it comes to picking and packing, everything is done by hand. It’s better for the fruit, better for the environment, and ensures the highest quality.”

Cardboard packaging retained as part of deal

One element Tim was particularly determined to preserve during negotiations with M&S was the use of cardboard punnets instead of plastic packaging.

“I’ve always used cardboard punnets,” he said.

“It was something I was keen to maintain as part of this partnership. M&S listened, and supported that approach, so I’m delighted to say the strawberries will be available in-store in cardboard punnets.”

Tim said the backing from M&S and supply chain partner Dole Ireland gave him the confidence to rapidly grow the business.

“It is amazing to be working with M&S,” he added.

“They weren’t just interested in the strawberries – they were genuinely passionate about working with a small grower like me.

“With the support of partners like Dole Ireland helping bring the fruit to shelves, it gave me the confidence to scale, and I couldn’t be prouder to be growing these berries for Northern Ireland stores.”

Fresh local produce now heading to all NI M&S stores

M&S said the move forms part of its wider focus on sourcing more local produce for Northern Ireland customers.

Shaun Doherty, Senior Agronomist at M&S, said the partnership marked a significant change for the retailer’s berry supply chain in Northern Ireland.

“Getting local, fresh produce onto the shelves across all of our Northern Ireland stores is one of our biggest priorities, and working with growers like Tim is key to making that happen,” he said.

“Until this new partnership with local grower Tim O’Malley, our berries were sourced outside of Northern Ireland.

“Now, we’re delighted to offer strawberries that are exceptionally fresh, locally grown, and can be enjoyed right here at home - marking a significant milestone for us.”

He added that the partnership also reflects the retailer’s wider sustainability strategy under its “Plan A for Farming” initiative.

“This partnership is also a great example of our Plan A for Farming approach in action, supporting growers to adopt more resilient and innovative farming methods, while delivering high-quality produce for our customers.”

From April through to November, customers across Northern Ireland will now be able to buy Co. Armagh-grown strawberries in all 22 M&S stores, with visitors attending this year’s Balmoral Show among the first expected to taste the locally produced fruit.

For more information on M&S Plan A for Farming, visit corporate.marksandspencer.com/plan-farming.