Sales of strawberries have doubled in the past three years, highlighting a 57 per cent increase last year.
Figures released yesterday by An Bord Glas, the Irish Horticulture Board, said sales of strawberries were valued at €21.5 million last year.
The entire fresh fruit market was worth €346 million annually.
It said that research compiled for a campaign to promote Irish fruit, showed that sales in retail outlets grew by over 40 per cent last year and volume sales increased to 4,500 tonnes.
Mr Gary Mc Carthy, chairman of the Irish Soft Fruit Growers Association, said the excellent growing conditions, combined with improved quality, larger pack sizes and a warm summer, meant a plentiful supply of the fruit was available over an extended season to meet consumer demand.
"Overall, strawberry sales have doubled in the past three years, from €11.3 million in 2001 to €21.5 million in 2003. In terms of volume and value, 85 per cent of the fruit are sold through multiples," he said.
Bord Glas chief executive, Mr Michael Maloney, said that initially the campaign will concentrate on strawberries, the first soft fruit to ripen here.
Research carried out for An Bord Glas found that sales of fruit in retail outlets had increased by over 3 per cent to €346 million in 2003.
"Ninety-eight per cent of Irish households buy fruit and spend on average €268 each per annum," said Mr Maloney.
He also remarked that according to research by Bord Glas, 74 per cent of the population aged eight years or over eat the recommended four or more portions of fruit and vegetables per day.
It had also been found that heavier consumption of fresh produce peaked among the older age groups of 55 years and over.
Consumption tended to be lower among younger people and the lower-income groups.
Compared with three years ago, 29 per cent of consumers are eating more fruit and vegetables and 52 per cent of the population are eating fresh fruit at least once a day.
Of the €844 million worth of retail sales of fresh produce, vegetable sales make up €335 million, potato sales comprise €163 million, and €346 million is spent on fruit.
The increased value of the fresh produce market is due to rising sales over the past year when vegetable sales rose by 5.2 per cent and fruit by 3.5 per cent.