Strawberry variety takes centre stage

BerryWorld announces that Sweet Eve will be its main strawberry variety for this year's season.

This year's British strawberry season will see soft fruit supplier BerryWorld focus its marketing support around one of its newer varieties, Sweet Eve.

Growers will produce it in larger quantities than ever before to meet retailers' demand for the variety. Its berries have a naturally sweet flavour and aroma meaning they do not need extra sugar.

BerryWorld's growers will produce more than 6,000 tonnes of Sweet Eve in 2011 for the Co-op, Marks & Spencer, Tesco and Waitrose - a year-on-year increase of more 300 per cent.

BerryWorld managing director Adam Olins said: "Our decision to focus on Sweet Eve has been prompted by the superior quality of the fruit and its performance in assessments. It was developed specifically for our climate and our wholesale move to the variety is backed by confidence from retailers. In 2010 trials, Sweet Eve consistently outperformed competitors and even some premium varieties."

BerryWorld has 12 large growers across the UK who will be producing Sweet Eve throughout the season. The everbearer variety will be available from early July to the end of September. The first Sweet Eve berries will hit supermarket shelves in June.

SWEET EVE DEVELOPMENT HISTORY

Sweet Eve was first available in the UK in 2009 in small quantities. A BerryWorld representative said: "The speed in which this variety has come to the market from a single plant selection in 2004 to being our main variety in 2011 is unprecedented."

This year is the first in which Sweet Eve has been readily available in supermarkets, with more than double the availability compared to 2010.

The variety was bred in Kent by Peter Vinson. He selected it after assessing more than 50,000 individual seedlings.

BerryWorld growers will produce 6,000 tonnes of Sweet Eve strawberries in 2011 on farms from Retford in the north to Camelford in the South West.


Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Sign up now
Already registered?
Sign in

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Read These Next

What challenges and opportunities lie in store for tomato growers?

What challenges and opportunities lie in store for tomato growers?

The British Tomato Growers Association (TGA) conference today (21 September) heard a range of perspectives on what changes lie in store for the sector and how to anticipate them.

Buoyant demand for UK apples but frost and labour remain concerns

Buoyant demand for UK apples but frost and labour remain concerns

As the British apple season begins, English Apples & Pears (EAP) is warning that growers will feel the effects of both a late frost in spring and also constrained labour supply.

Tomorrow's tractors

Tomorrow's tractors

These machines have advanced rapidly over recent years but what does the future hold? Sally Drury looks ahead.


Follow us on:
  • Facebook
  • LinkedIn
  • Twitter
  • Google +
Horticulture Jobs
More Horticulture Jobs

Pest & Disease Tracker bulletin 

The latest pest and disease alerts, how to treat them, plus EAMU updates, sent direct to your inbox.

Sign up here

Professor Geoffrey Dixon

GreenGene International chair Geoff Dixon on the business of fresh produce production
 

Read Professor Geoffrey Dixon