Dutch cooperative brings award-winning variety to market, combining premium taste with commercial performance and grower reliability
Dutch group The Greenery is bringing its award-winning, high-end Inspire strawberry to market, a variety that it says ticks all the boxes for consumers, traders and retailers alike.
The strawberry market is an uncompromising one, with consumers demanding real flavour, retailers needing shelf-life and consistency, and growers wanting performance that holds up under pressure.
And according to The Greenery, Inspire was developed precisely at that intersection.
Recognised with a 2025 Superior Taste Award, the variety is designed to deliver the eating experience shoppers come back for, while maintaining strong shelf-life and a firm, attractive appearance throughout the chain.
That combination makes Inspire a practical choice for premium programmes where quality must be reliable from origin to store, it points out.
For traders and retailers, Inspire is designed to be ‘market-ready’ in the truest sense – a variety that packs and travels well, helps reduce waste, and supports stable, repeatable specifications.
The result is fewer quality discussions, better store performance, and more confidence when building programmes across multiple markets.
“For Inspire, it’s the total package that makes the difference,” says Aad van Dijk, manager fruits at The Greenery.
“Taste is non-negotiable, but we also need a variety that performs in the greenhouse, holds its quality in the supply chain and gives our customers confidence week after week. Inspire delivers on that promise.”
For growers, Inspire is valued for proven performance and its ability to deliver premium fruit with a low-input approach.
Strong plant behaviour and uniform fruit quality support efficient harvesting and predictable output, helping growers maintain quality standards and optimise labour and production decisions.
The Greenery says it is bringing Dutch Inspire strawberries to market as a cooperative partner built around long-term value creation for growers and dependable execution for customers.
With an integrated supply chain and deep experience in soft fruit, it is organising commercial programmes with clear agreements on quality, planning and availability, it notes.
Inspire is part of the Inspiring Berries portfolio – genetics and chain collaboration aimed at better taste, better performance and better returns across the chain.
