A major new strategy created by Total Berry UK, part of the specialist division of Total Produce is going to be unveiled to the group's marketing companies across Europe at an internal conference to be held in the Netherlands on 22 September.
The strategy will focus on sharing expertise and knowledge, particularly as regards its Redeva breeding programme, recently strengthenedby an alliance with US berry specialist Plant Sciences, which the company said produced proven premium varieties.
Total Berry said the agreement with Planet Sciences would create additional opportunities and fill in traditional season gaps experienced in individual markets and, by doing so, increase the volume of fruit consumed.
Dr Drew Reynolds, Total Berry’s technical and business director, told Eurofruit Magazine revealed that through the alliance several “proven new varieties selected from throughout the world which taste and display better” looked capable of being produced in “similar climatic conditions providing the opportunity to win wider acclaim”.
Total Berry has already begun commercial production of the Plant Science-bred Grandeur & Radiance primocane raspberry in both the UK and Spain.
A full report will be published in the October issue of Eurofruit Magazine.
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