Redeva took advantage of Fruit Logistica 2010 in Berlin this month to formalise a new and unique venture in Egypt.
Total Berry’s research and development business, together with its main suppliers, represented by Pico and Farm Frites, signed an agreement to establish Redeva Egypt at the international trade fair.
The aim of the association is to take the development of the Redeva programme to the next level in Egypt and involve those growers who have demonstrated an affinity and commitment to the Redeva varieties.
Over the last seven years, Redeva varieties have established themselves in Egypt as a premium product to supply the UK and European customers.
Tim Morton, general manager of Redeva, said: “It is important to all growers that we continue to develop and exploit the full potential of this unique position. We believe this exciting development will continue that process and increase the level of expertise and quality of plants available to our growers and consequently to our customers.”
Denis Punter, executive chairman of Total Produce UK, was at the signing ceremony in Berlin. He said “It remains a priority that we continue to invest in breeding programmes around the world and Egypt has always been an essential part of that imperative. This is an exciting development in the history of our relationships in Egypt.”
Richard Parke-Davies, chief operating officer at Total Worldfresh, said: “The Redeva Egypt partners have been carefully chosen. Together we present a winning formula that reflects a history of achieving results. The platform created by this new venture will shape our breeding programme in Egypt for many years to come”.
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