Redbridge Worldfresh have announced the appointment of a new general manager for Redeva, the company’s strawberry and raspberry breeding programme.

Tim Morton will be taking responsibility for the Redeva development programme around the globe, managing the breeding programme and its associated intellectual propery, forging relationships and partnerships and overseeing the trial and selection sites.

Morton, who has 20 years’ experience in the horticulture industry, has produced soft fruit under various growing conditions and has honed his technical and marketing skills within a demanding business environment.

Morton has gained experience in growing conditions across the globe, including Eastern Europe, Africa, and the USA. There he advised growers on horticultural developments in a variety of consultancy roles.

He also spent time in Egypt for the Summerfruit Company, where he helped to support the development of the company’s dominant position there.

The managing director of Redbridge Worldfresh, 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 its growers and retail customers.”

Morton added: “I am looking forward to strengthening the Redeva team and bringing my knowledge and experience to the benefit of this breeding programme.”