Redbridge Worldfresh has announced the appointment of Tim Morton as general manager of Redeva, the firm’s strawberry and raspberry breeding programme.

Morton has had 20 years’ experience of growing soft fruit under a variety of growing conditions and honing his technical and marketing skills within a demanding business environment.

Morton has also recently gained international experience in eastern Europe, Africa and the US, where he advised growers on horticultural developments in variety of consultancy roles. He has also spent time in Egypt on behalf of The Summerfruit Company, where he has contributed to supporting the development of the company’s dominant position there. “This is an exciting opportunity for me to contribute significantly to the successful Redeva breeding programme. I am looking forward to strengthening the Redeva team and bringing my knowledge and experience to the benefit of this breeding programme,” said Morton.

He will take full responsibility for the Redeva development programme around the globe. His role will be extensive, and includes the management of the Redeva strawberry and raspberry breeding programme, all associated intellectual property, forging relationships and partnerships and overseeing the trial and selection sites.

Redbridge Worldfresh managing director Richard Parke-Davies said: “This is a significant appointment by Redeva and is a testament to the ongoing progress made during the past five years. It reflects Redeva’s commitment to expanding the successful varietal breeding programme on behalf of the growers and retail customers.”

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