Strawberries and cream are a Wimbledon essential. The demand for these is very high throughout the two week period with 28,000kg of Strawberries consumed over the tournament served with over 7000 liters of fresh cream. The price of a punnet of ten berries and cream has been on the rise also. In 1990 a punnet of ten strawberries and cream would cost you £1.60 and in 2011 it would set you back £2.50. How inelastic is the demand before, during and after Wimbledon?