Dutch produce supplier Fruitmasters Group has acquired the exclusive rights to a number of soft fruit varieties developed by UK-based Hargreaves Plants, opening the way for it to develop licensed marketing strategies along the same lines as club apple varieties like Kanzi.
The two companies will work together on the development of new products, including strawberries as well as other varieties of soft fruit.
Hargreaves Plants, a leading global player in the propagation of soft fruit plants, will offer Fruitmasters direct and exclusive access to new varieties developed by specialised breeders from around the world.
Roger Peeters, product director at Fruitmasters, said he was excited about the possibilities.
'With the expertise and contacts at Hargreaves and our knowledge of the market we are in a position now more than ever to discover new varieties at an early stage, produce them exclusively in the Netherlands and then bring them to various different markets,' he explained.
Once the companies have selected a new variety, Hargreaves has agreed to carry out market research at its test facilities in England, Mr Peeters added.
'Subsequently, we can introduce the plants to our growers to see how they are in practice,' he said. 'We will no longer depend solely on several different trial nurseries.'
Mr Peeters also emphasised the continued role of producers in meeting the demands of consumers.
'It is important that our soft fruit growers are involved in the selection and trials process,' he insisted. 'They have the most knowledge when it comes to determining which new varieties fit well with Dutch growing conditions. We will soon be able to develop the same kind of marketing strategies for these varieties as we have for Kanzi, both at home and abroad.'
