FruitMasters and Limgroup collaborate on transition in strawberry sector with F1 Hybrid Strawberries

Berlin, February 7, 2024 – Royal FruitMasters and strawberry breeder Limgroup have joined forces to introduce the revolutionary F1 Hybrid Strawberries concept to the market. The collaboration was officially confirmed by both parties at Fruit Logistica. This innovation, which involves cultivating strawberry plants from seed, not only promises superior yields and quality but is also a huge leap forward in the sustainable cultivation of this crop.

Clonal strawberries have been the norm for many years. Strawberries grown from seed represent a significant advance for sustainable strawberry cultivation throughout the chain. The innovation will bring radical changes for all market participants, which will naturally open up new opportunities. This innovation allows plant breeders to start with clean base material and better utilise their production facilities. It also offers new possibilities for automation and dramatically shortens the plant production cycle from 2 years to just 16 weeks. Furthermore, growing strawberries from seed allows cultivation to be moved indoors, which offers significantly improved control over temperature, lighting and hygiene. The Limore® One is the first hybrid strawberry variety grown from seed.

From left to right: Roland Sweijen (Strawberry Product Lead, Limgroup), Adriaan Vis (CEO, FruitMasters), Vincent Deenen (CEO, Limgroup), Coen Kampschöer (Marketing Communications Manager, FruitMasters)

Benefits for every link in the chain

Strawberry plants can now be supplied year-round, ensuring better production spread and allowing growers more flexibility in their cultivation methods. Access to fresh plants throughout the year facilitates better planning, which improves sales stability. This leads to increased efficiency, precision, and continuity of production. Fruitmasters’ CEO Adriaan Vis on the collaboration: “As a source supplier, we continuously seek new varieties and innovations that can add value for our growers and trading partners. After initial discussions about this new type of strawberry, we were very excited about its potential. With Limgroup’s knowledge and expertise, we can revolutionise the strawberry sector, benefiting growers, partners and consumers alike.”

A revolution in the strawberry sector. Propagated directly from seeds.

Working together on a transition

FruitMasters is positioning the new strawberry variety under its Best of Berries innovation & soft fruit programme. This unique collaboration with breeders, growers and retailers matches the best and most distinctive varieties from selected growers with the right buyers. Limgroup’s decision to partner with FruitMasters on this project was, therefore, a strategic one, says Limgroup CEO Vincent Deenen: “FruitMasters’ strong, concept-driven approach and sustainability agenda are perfectly aligned with Limgroup’s ambition. We are working together on F1 Hybrid Strawberries to realise a sustainable transition in the strawberry sector that will benefit both growers and consumers alike.” FruitMasters is the exclusive partner for the cultivation and marketing of F1 Hybrid Strawberries in the Netherlands.

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