ASF has run its own soft fruit breeding programme for 20 years together with international partners, giving rise to successful varieties including Ava and Ava Rosa strawberries, which are exclusively offered to ASF growers.
Its research and development director Dave Griffiths said: "We are clear that any varieties we propose from our breeding programme offer a significant improvement over currently produced commercial varieties."
Genson managing director Marc van Gennip said: "We looked at various models of innovation in the soft fruit industry and concluded that the Angus Soft Fruits model was most suited to our requirements. It has demonstrated that an in-house programme with clear objectives can, over a short period of time, provide exciting options for those involved."
Under the deal, ASF-bred varieties will be trialled in Holland, then marketed in northern and central Europe, though not the UK.
ASF "also has several new June-bearing strawberry varieties in the final year of the selection process for imminent release, as well as new raspberry varieties showing great commercial potential", a representative said.