Initially released to a limited number of suppliers in 2013 to market the 100th anniversary of East Malling Research, it has become the fastest-selling strawberry variety handled by worldwide head licensee Meiosis, and all major supermarkets have already included it on their list of preferred varieties.
Following full commercial release to the wider industry, plant sales amounted to 7.5 million for the 2014-15 sales year. Figures are expected to increase significantly for 2015-16, with sales of 15 million projected.
The primary attribute of Malling Centenary is its exceptional fruit quality characteristics. These include attractive berries with a uniform conical shape, a superb, sweet flavour and excellent shelf life. The fruit is well displayed and easy to harvest, while the large berry size significantly increases picking speeds, thereby reducing the cost of harvesting
Malling Centenary has demonstrated excellent commercial potential, particularly in protected substrate culture systems, which the UK industry is now rapidly embracing. It has repeatedly performed well in trial plantings, where it has been grown in both substrate and soil cultures in the UK and Europe.
In an independent UK trial in which 12 varieties grown in substrate were compared, Malling Centenary produced the highest 60-day and second highest main crop class 1 yields. It also achieved excellent scores for appearance, flavour, firmness and shelf life.
Raspberry Ruby Beauty, Thompson & Morgan
Marionnet Magnum June-bearing strawberry variety, Total Worldfresh.