Now I'm not a big expert on Strawberries, but I had some UK-grown beauties for breakfast this morning and that seems pretty early in the year to me.
Some people blanche at eating things when they're out of season, but I reckon fruit and veg appearing at unexpected times of the year is now par for the course.
If growers here want to compete they're going to have to extend their growing seasons by as much as possible to battle the imports.
People simply cannot rely on marketing things at the traditional time of the year. It may upset the purists and the polytunnel haters but maintaining a competetive advantage is vital.
I saw it in The Gambia, too. Farmers were producing all their vegetables at the same time, there was a glut and prices crashed. Check out my blog for more.
But as hard as you try, there's always somebody else competing. If I hadn't wanted to support the strawberry farmer from Kent this morning at over £2 a punnet, Mr Sainsbury's was already selling imported fruits on special offer.