Redeva, the specialist berry research and development business owned by Total Produce's soft fruit arm Total Berry, has announced the development of a new joint venture in Egypt.
Formally signed at this year's Fruit Logistica trade show in Berlin, the deal – described by Total Berry as a 'unique' initiative – will see the group establish Redeva Egypt in collaboration with its main suppliers, represented by Egyptian companies Pico and Farm Frites.
Richard Parke-Davies, chief operating officer of Total Berry's parent company Total Worldfresh said the venture was the culmination of many years of expansion in Egypt and that it continued to produce significant strawberry varieties.
'It is an exciting development for Redeva and our Egyptian partners that will allow targeted investment to secure quality, improve yield and manage the challenges to satisfying customer demands,' he commented.
The association aims to step up development of the Redeva programme in Egypt and to involve growers who have already demonstrated an affinity and commitment to its varieties, Mr Parke-Davies revealed.
Over the past seven years, the project has been notable for establishing varieties in Egypt that are superior in terms of quality, something which has enabled Total Berry to offer high-quality fruit to all of its customers in the UK and across Europe.
Tim Morton, general manager of Redeva, said it was important to all growers that the group continued to develop and exploit the full potential of its unique position.
'We believe this exciting development will continue that process and increase the level of expertise and quality of plants available to our growers and consequently to our customers,' he said.
Mr Parke-Davies added that the platform created by the new venture would shape the group's breeding programme in Egypt for many years to come.
'The Redeva Egypt partners have been carefully chosen,' he said. 'Together, we present a winning formula that reflects a history of achieving results.'
Denis Punter, executive chairman of Total Produce UK, was also present at the signing ceremony in Berlin.
'It remains a priority that we continue to invest in breeding programmes around the world and Egypt has always been an essential part of that imperative,' he said. 'This is an exciting development in the history of our relationships in Egypt.'
