Total Berry has been extolling the virtues of Incentive, its new floricane blackberry.
The berry, bred by Plant Sciences Inc, has now been rolled out to growers and will shortly become commercial after successful trials.
"The Incentive first caught the attention of our US-based staff and the new variety has had a very successful transition to the UK market," said Peter Bevan, Total Berry's research agronomist.
Commercial director Ian Waller believes the Incentive berry represents the benefits of TB's partnership with Plant Sciences.
"Incentive is a great-tasting blackberry that offers real opportunity to growers, because of its great yield, and of course with customers," Waller added.
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