S&A secures rights to season-extending early strawberry variety

S&A Produce has secured exclusive UK plant rights for the strawberry variety Fleurette, following a ten-year working relationship with Dutch breeder and plant producer Goossens Flevoplant.

Jos Goossens (left) with S&A Produce owner John Davies - Image: S&A
Jos Goossens (left) with S&A Produce owner John Davies - Image: S&A

Director of soft fruit growing at the Herefordshire-based company Roger Vogels said: "We have chosen Fleurette because it is an ideal variety to use for the early production of fruit in our glasshouses, allowing us to be able to start harvesting the strawberries in February."

Breeder Marcel Suiker said: "Fleurette combines taste, appearance, stability and yield and therefore it is a perfect example of consumer, retail and growers' preference."

Flevoplant director Jos Goossens added: "This agreement will make the partnership between ourselves and S&A even stronger and is founded upon S&A's capability to launch new varieties into the UK market.

"Consumers worldwide now want to eat strawberries at any time of the year and the growing properties of a variety such as Fleurette make this possible."

Next year, "several million" Fleurette plants will be grown at S&A's sites, the company said.


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