Production of premium variety Inspire set to double in 2025, according to Dutch brand owner The Greenery
Dutch company The Greenery’s Inspire strawberry has been awarded three stars at the international Superior Taste Awards 2025, marking out the variety as one of the top performers when it comes to qualities including taste, texture, and aroma.
During a blind assessment by 250 chefs and sommeliers from the International Taste Institute in Brussels, Inspire achieved a total score between 90 and 100 per cent, and received the maximum three stars to mark it out as an exceptional product.
“Inspire stands for top quality, craftsmanship and innovation,” says Aad van Dijk, general manager for fruit at The Greenery. “This recognition underlines our commitment to offering tasty and sustainable soft fruit varieties all year round.”
The award is not only a compliment for the variety, but also for The Greenery’s member growers, the company notes.
“The Inspire strawberry is grown exclusively in greenhouses, which ensures consistent quality and high brix values. This makes the variety stand out in terms of taste, shape, colour and shelf-life,” comments Klaas de Jager, agronomist at The Greenery.
“Thanks to its robust character, the strawberry is future-proof and suitable for robot picking. In addition, growers benefit from efficient harvest planning without peaks, which leads to higher labour productivity – up to 15 per cent – and peace of mind in business operations.”
Production area for Inspire in the Netherlands is set to double this year as more of the cooperative’s members opt to produce the variety.
“The area is growing strongly,” Van Dijk confirms. “In 2025, the number of hectares will double thanks to expansion among cooperative members and new entrants via the Inspire platform.”
The marketing concept behind Inspire stems from a long-term collaboration with US research group Plant Sciences Inc. “Through intensive variety development and practical cultivation support,” Van Dijk adds, “Inspire is an example of how The Greenery creates value in the chain with our partners.”
