A new strawberry breeding collaboration with the aim to develop varieties for the North European market was launched this week.

The Greenery has signed a contract with American plant breeding company Plant Science Inc (PSI), which gives them exclusive rights to grow small fruit varieties over a period of years, and grants them sales and marketing rights for the whole of Europe.

Jelte van Kammen, director of sourcing at The Greenery, said the link-up enables them to develop new products for the consumer, whilst creating interesting opportunities for the grower. “Working with Plant Sciences will give The Greenery growers the opportunity to grow exclusive varieties and create added value by offering products that are different to the widely grown, common strawberry varieties,” he said.

PSI vice-president Steven Nelson added: “We are very pleased to be partnering with the very motivated and qualified professionals of The Greenery. We look forward to serving them by providing them with varieties that are well adapted to the needs of their grower members and ultimately the consumers they serve.”

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