Soft-fruit marketer BerryWorld has joined forces with Edward Vinson, US breeder Harry Swarz and the Hall Hunter Partnership to form BerryWorld Plus with the specific aim of developing new raspberry varieties.

'Our aim for BerryWorld Plus is simple,' says BerryWorld's chairman Peter Vinson. 'We are looking to breed better quality raspberries with more flavour and to increase our market share.

'The programme will start with primocane varieties that are especially suited to the UK climate and then we will look to develop the florocane varieties possibly for Spanish production.

'We believe that consumers will buy more raspberries if they are better tasting and available for longer periods.' BerryWorld's Tim Newton adds: 'This is a very exciting long term project. We have one of the renowned raspberry breeders in Harry Swarz who is based in Maryland preparing the initial crosses. The seedlings are then sent over to Edward Vinson to grow on and assess the market potential.

'When we have the right varieties BerryWorld growers and in particular the Hall Hunter Partnership have the expertise to maximise production.' The first seedlings are already in the ground and initial evaluation will take place in summer 2004.

BerryWorld has also developed its own management training scheme to ensure the progression of quality management for its growers.

The programme concentrates on soft fruit production and offers trainees the opportunity to work for six months at four different growers farms. The rotation covers experience in growing, packing, harvesting and in the BerryWorld office.

Newton explains: 'We identified the need to establish our own training scheme specifically for the soft fruit market. We are currently taking on four trainees a year and provide a well-rounded, two year practical course that will give trainees the relevant experience to develop professional management careers within the company. At the end of the scheme we aim to have trainees working as enterprise managers or assistant farm managers on large farms with a multi-million pound turnover.' Tom Wood, one of the first trainees on the scheme, will complete his programme later this year. Wood says: 'This has really been a comprehensive, hands-on practical learning experience. During my placements I have been able to work closely with senior management in all aspects of the business. This has involved husbandry, tunnel work, spraying including all the relevant health and safety issues, nutrients, harvesting – which gave me experience of supervising workers and selecting the picking times and making sure the picking were correct and liaising with packhouse on timings and quality.' Trainees may also get the chance to work on an overseas farm in order to gain a more rounded perspective.

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