British consumers are spurning the British gooseberry, opting instead for other soft fruits.
It is one of the oldest British fruits, but it could soon share the fate of the British loganberry which disappeared from sale at least ten years ago.
Raspberries, strawberries, blueberries and blackberries are the fruits of consumer choice, eclipsing minor berries.
Farmers in the last 20 years have invested heavily in techniques to extend the season for these fruits while quietly dropping the gooseberry whose season is just one month long. Food retailers are usually less than keen to stock fruit with such a brief shelf-life.
Few commercial farms devote themselves to gooseberry production now whereas in 1990 there were at least 100.
But the berry has an illustrious history in Britain, being one of the first fruits to be cultivated commercially starting in the 1600s. But over the centuries the 2,000 varieties available then dwindles to just 20 today, but a mere seven in commercial production.
Demand today is at its lowest level. Unless it the fruit receives better promotion, the Brits will have to bid farewell to the traditional gooseberry fool.
