Fresh Forward, a leading expert in the field of fruit improvement, will be presenting its first variety of Mediterranean climate strawberry at the Madrid trade fair for the first time.
Fresh Forward, a Dutch company that leads the field in fruit improvement, particularly strawberries, will be exhibiting at the next edition of the International Fruit and Vegetable Fair, Fruit Attraction, which takes place in Madrid between 23 and 25 October.
The aim of its attendance at the fair is to continue promoting the growth of Calinda, its own variety of early season short-day strawberry, which is winning more and more fans every year among growers in Huelva (Spain). With certain unique features that have made it the ultimate premium strawberry, Calinda has proven to be a sure-fire winner for Spanish strawberry producers. Last season, some 300 hectares of Calinda were under cultivation, producing around 13 million kilos of premium quality fruit.
“Our first visit to Fruit Attraction is mainly due to our intention to promote Calinda to European buyers and retailers. During the previous season, we once again confirmed that a strawberry with a flavour like Calinda’s is hugely popular among consumers Europe- wide, so we’re making a concerted effort to promote it. At Fresh Forward we’re very familiar with the excellent results this variety achieves, and we are also aware of the growing interest among consumers, who are constantly demanding strawberries with more flavour,” explains Markus Koen, Variety Introduction Coordinator at Fresh Forward.
What makes Calinda unique?
Calinda stands out for its delicious flavour and soft texture, uniform appearance, regular production all season long, and high resistance to typical strawberry diseases. It is the variety with the most stable Brix values throughout the season, which means that consumers remember it for its outstanding flavour. In addition, its long shelf life, far higher than other varieties, mean it reaches even the most distant European destinations in perfect condition.
Fresh Forward, in collaboration with the University of Wageningen UR, has managed to develop the Calinda variety after almost two decades of research both at its own facilities in Eck & Wiel and at its test field in Huelva.
Its firm intention is to support the strawberry growers who have opted for Calinda throughout the whole process: from crop improvement through to fruit production and subsequent commercialization. “At Fresh Forward, in addition to our Research Department, we also have a Marketing Department whose mission is to promote Calinda in every European market. As well as getting strongly involved with the producers, Fresh Forward also supports buyers/wholesalers and supermarkets/retailers to ensure that we grow hand-in-hand and that Calinda offers the same added value at every link in the chain”, concluded Koen.
You can visit Calinda’s stand at Fruit Attraction in Hall 9, stand 9H02E.
For more information
Maria Moreno
Tel: +34 91 016 4773
Email: maria@wearemint.com
www.fresh-forward.nl/en