Scotland-bred AVA strawberries are set for Europe-wide recognition, with the formation of a new grower group on the continent to ensure production meets increasing demand.
The Aromio Red Growers’ Association consists of 14 growers from The Greenery, and was formed in consultation with The Greenery.
The move is intended to guarantee a consistent way of selling AVA on the continent and stimulate sales, as well as significantly increase volume.
AVA strawberries were developed, grown and marketed in the UK by Scottish firm Angus Soft Fruits (ASF). They are grown across Europe by the 14 members of the Aromio Red Growers’ Association, under contract to The Greenery, which will market the fruit exclusively under the Aromio brand.
The Aromio Red Growers’ Association expects the total yield of AVA strawberries this year to weigh in at approximately 1.000 tonnes.
ASF commercial manager John Gray told freshinfo: “This is about creating a long-term relationship between ASF and The Greenery, to grow sales of premium berries on the continent.
A strawberry is a strawberry on the continent and, though Elsanta is a recognisable variety, we want to create a premium tier.
“The Aromio Red Growers’ Association sent product to the UK this year, so AVA was available two weeks earlier than usual, with much greater volumes.”
ASF managing director Lochy Porter said: “This recognition of our AVA strawberry brand by Europe’s leading fruit producer is a great accolade for ASF, as we continue our drive to innovate and position new growing techniques in what has traditionally been a very static marketplace.”
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