A U-pick or pick your own farm is a type of farm where customers are allowed to harvest their own produce. Since customers are allowed and often encouraged to eat while picking, the entry fee usually covers any produce customers may eat. Despite this, the produce at U-pick farms often cost lower since the cost of hiring farmers to harvest the produce is precluded.
In the UK, the public is actively encouraged to pick their own. The farmer can still pick for the market, while the public can enjoy themselves in the same field. This was very popular in the 1970s and 1980s, when there was a season for fruit, but has declined in popularity now that the global market can provide the same fruit for most of the year.
Pick-your-own strawberries were pioneered in the UK by Ted Moult in 1961.