A new type of strawberry that has already secured its place as the benchmark variety for one of the UK’s leading supermarket chains is reportedly attracting strong interest in other parts of northern Europe.
The Murano strawberry, which is Sainsbury's benchmark variety in the UK, is said to be growing in popularity in the Netherlands and Belgium, where its Italian breeder and licenser Consorzio Italiano Vivaisti (CIV) has noted increased demand among buyers and consumers, as well as strong pricing compared with other varieties.
In a statement, the company put that strengthening demand down to an “optimal combination” of taste and colour.
CIV also revealed that it was enjoying good results and strong demand for a whole range of patented strawberry varieties.
These include Clery, a leading, early-season variety in Belgium, France and Germany; Joly, said to be “very popular” in Belgium’s direct sales segment; Capri, which alongside Murano is among the most popular everbearers in northern Europe; andnew varieties Flavia and Flaminia, which it said were outperforming the market in southern Europe and France.
“CIV’s primary objective,” commented group president Pier Filippo Tagliani, “is increasingly to target our research and development activity towards the varietal development of environmentally sustainable strawberries of the highest quality, to satisfy every player in the supply chain, from the producer to the end user at international level.”
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