The breeding company Nova Siri Genetics, based in Policoro (Matera, Italy), will be on display on the virtual platform of Macfrut digital in the pavilion dedicated to plant nurseries.
"The Rimini-based trade fair is the most important one in Italy for the sector, which we look at with great interest every year, as demonstrated also by our presence with a virtual stand for the second year in a row, after being physically present for several editions, explained Nicola Tufaro, the company's breeder.
Strawberry Melissa - varieties from Nova Siri Genetics
The Italian company will feature new content, which will focus on the description of the constant work in the breeding company's experimental fields and laboratory. In addition, it will be possible to find out all the details of the strawberry varieties and projects the company is involved in.
"Trade fairs have always been very important for our business, as they are opportunities to meet new buyers and customers, especially from abroad, who are interested in our company and our varieties. They also allow us to consolidate our existing relationships, to showcase our new products and to pursue long-term partnerships. Last but not least, we believe that these events are excellent opportunities to meet competitors and suppliers, which is essential for a research sector like ours, which is always focused on product and process innovation.
Nova Siri Genetics Laboratory
"We are excited to read that this year there are 800 exhibitors and 9,000 online registrations, most of which at Macfrut, most of which from abroad, which proves that this event is an international showcase that we could not miss, since our business expands well beyond national borders. Plant nursery owners and growers from the main strawberry growing areas all over the world are increasingly interested in obtaining our varieties for exclusive production, which confirms that innovation in this sector is fundamental and strategic for the future."
Nova Siri Genetics' portfolio includes 10 cultivars, with different characteristics, to meet the needs of different production areas, including Southern Italy, Spain, Maghreb regions, Greece, South Africa and South America. "The market we are targeting is the warm Mediterranean climate, ideal for cultivars with low cooling requirements, whose fruit production is concentrated from December to June. Among the main strawberry varieties are the novelties NSG 120 (known by the trade name Rossetta® and part of the Nova Siri Genetics Varietal Club), NSG 203 (trade name Marimbella®) and NSG 207 (trade name Gioelita®), together with the popular variety Melissa.
Experimental fields
"We obtain innovative cultivars of strawberries and berries, focusing our research on some fundamental aspects, such as earliness, fruit quality and hardiness of the plant, in order to better satisfy the demand of a market that is constantly changing, looking for strawberries that are productive from the first months of winter and that present good organoleptic characteristics, such as flavor, aroma, attractiveness and shelf life. Genetic improvement is fundamental for the strawberry sector, and for the agricultural sector in general, to face the challenges of the future, helping the entire supply chain to meet their expectations of satisfaction."
Nova Siri Genetics will also attend the Fruit Attraction LIVE Connect platform from September 2021 to February 2022. "We are looking forward to meeting customers, buyers and all those who are interested in the International Congress of Red Fruits that will be held in Huelva on 15 and 16 September and where we are official collaborators," concluded Tufaro.
For more information: 
Nova Siri Genetics Srl
Via San Maurizio, 46
75025 Policoro (MT)
info@novasirigenetics.com
www.novasirigenetics.com