AVA Rosa 3 berries on white low res

Ava Rosa: the new berry on the block

As Scotland continues to celebrate Andy Murray’s heroic Wimbledon win, Angus Soft Fruits (ASF) has launched another homegrown hero in the shape of Ava Rosa strawberries.

Making its UK supermarket debut this week, Ava Rosa is being sold under premium labels at The Co-operative, Morrisons, Sainsbury’s and Tesco.

The fruit is available in commercial volumes for the first time this year and has been developed by the Scottish firm's in-house research and development programme. It was developed specifically to be a large-fruiting, sweet-eating, aromatic and juicy berry. It also has a strong shelf-life performance and has good disease resistance.

Lochy Porter, ASF managing director, said: “Our R&D team, led by Dave Griffiths, continues to develop varieties that are great tasting, sweet and naturally disease resistant. ASF growers are so impressed by the performance of this new variety that our provisional plant number requirements for 2014 will be around two million which is incredible when you consider this variety was selected as a seedling in 2010.”