New company set up for strawberry innovations

Plant Research International BV, a division of Wageningen UR, and Fragaria Holland BV, a group of six prominent Dutch strawberry growers, have established a new company Fresh Forward. The new strawberry varieties developed by Fresh Forward will in general be available to the entire sector via licences. The aim of Fresh Forward is to ensure that the strawberry sector will have more innovative strawberry varieties at its disposal than ever before. Fresh Forward will link the know-how available in the market even more directly to breeding. An extensive testing programme will ensure an appropriate positioning for new varieties with a broad appeal as well as those better suited to more specialised market segments.