Angus Soft Fruits says it is “thrilled” with the response to new strawberry varieties Alicia and Catalina, bred by the Ava Berries Breeding Programme, with plans underway to scale up production to meet growing demand
Ava Berries, part of UK berry specialists Angus Soft Fruits, has welcomed the success of its Ava Alicia (asf733.01) and Ava Catalina (asf624.01) strawberry varieties, which it says have captivated growers, retailers and consumers alike.
These premium strawberry varieties, which have been bred through the efforts of the Ava Berries Breeding Programme led by Lucy Wilkins, breeding programme director, have delivered “outstanding fruit quality, resilience and flavour”, the company stated.
“We are incredibly proud of how Ava Alicia and Ava Catalina have performed over the past seasons,” said Wilkins. “Their strong disease tolerance, consistent yields and exceptional fruit characteristics have made them a standout choice for growers and retailers.”
Trials conducted over multiple seasons at sites in Spain have proven the varieties’ ability to thrive in Mediterranean climates, offering a reliable supply during the winter months. For growers, they offer an ideal balance of early production, high yields, disease tolerance and extended shelf-life, according to Angus Soft Fruits, reducing input costs and ensuring consistent, high-quality production.
“The varieties are specifically bred to flourish in Mediterranean winter conditions, providing an excellent opportunity for growers looking to supply strawberries to the UK and European market,” the company explained. “Consumer benchmarking has confirmed high approval ratings for their flavour, texture and overall appeal, making them a trusted and sought-after choice on store shelves.”
For retailers, these varieties present an opportunity to offer consistently attractive, flavourful strawberries to their customers throughout the UK and European winter season.
“Their excellent shelf-life and superior transport resilience ensure superior quality fruit from farm to shelf, enhancing consumer satisfaction and reducing waste,” Angus said.
The company identified a gap in the market for superior-quality winter strawberries, and the breeding team at Ava Berries selected the genetic traits to replicate the taste, appearance and resilience of summer-season berries.
“The overwhelming success of Ava Alicia and Ava Catalina has reinforced our commitment to delivering top-quality berries year-round,” said David Buxcey, sales director of Angus Soft Fruits. “We are thrilled with the positive response from our customers and retailers and look forward to expanding production to meet growing demand.”
The success of Ava Alicia and Ava Catalina looks set to continue as production scales up to meet growing demand across UK and Europe.
“Ava Berries remains dedicated to pushing the boundaries of berry innovation, ensuring that growers, retailers and consumers alike benefit from premium-quality strawberries that exceed expectations,” the company said.
Angus Soft Fruits will be hosting the Ava Berries team at Fruit Logistica in Berlin, with visitors getting the opportunity to taste Ava Berries’ top varieties, as well as a special treat, Ava Alicia strawberry ice cream.
