Marks & Spencer (M&S) is set to bring locally grown strawberries to its Northern Ireland stores for the first time, following a new partnership with Co. Armagh grower Tim O’Malley of O’Malley Berry Co.
From May 13, customers across Northern Ireland will be able to enjoy the hand-picked strawberries, marking a significant milestone for regional produce and sustainability.
In May 2024, Tim O’Malley began his journey setting up a glasshouse for growing strawberries. Since partnering with M&S, he has significantly scaled his operation, with an additional 20 growing tunnels now in place – allowing a total of 100,000 plants on site.
This growth, combined with new technology, allows Tim to grow from April through to November – extending far beyond the traditional May to September window.
“Our first M&S strawberries will be hand-picked in April 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.”
At O’Malley Berry Co., sustainability is central to every stage of the growing process.
“Since strawberries have a naturally high water content, the quality of the water they are given makes a real difference.” Said Tim. “That is why we use rainwater which is harvested from the glasshouse roof.”
“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,” said Tim, “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.”
Tim works to prioritise biological pest control to protect his 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.”
Modern technology also plays a key role in maintaining quality on site.
“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,” Tim said.
But despite the embrace of modern technology, traditional methods remain essential when it comes to picking and packing.
“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.”
Tim’s commitment to sustainability also extends to packaging, where he champions the use of cardboard punnets.
“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.”
Reflecting on the partnership, Tim added: “It is amazing to be working with M&S. 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.”
Shaun Doherty, Senior Agronomist at M&S said: “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.
“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.
“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 will be able to pick up Co. Armagh-grown strawberries in all 22 M&S stores across the region – with this year’s Balmoral Show attendees among the first to taste them.
For more information on M&S Plan A for Farming, visit corporate.marksandspencer.com/plan-farming.
