The British retail sector has high standards and a distinctive character. That makes it an interesting market for many, like Fresh Forward. This Dutch breeder has an early strawberry variety. It is called Fandango (FS1705) and is grown in Spain. With it, the company is targeting the UK retail's premium sector, says Fresh Forward's Teunis Sikma.
They developed this variety in close cooperation with Spanish growers in the Huelva region. This area is known for its large-scale soft fruit farming. "The Fandango has a relatively high Brix. Its flavor is tailored to Northwest European consumers' wishes. It's an extremely early variety that is harvested from December to mid-May," Teunis explains.
Fandango was officially introduced at this year's Fruit Attraction.
"There are hardly any well-formed and good tasting varieties in especially the early segment. Ditto with yield per hectare. I hope that with Fandango, we've succeeded in this." Fresh Forward has two important partners for Fandango in England. They are Algaida Productores from Huelva and Berry Gardens in Kent, England.
Good prospects
They are reckoning on their first noteworthy volumes next season already. These are estimated at between 3,000 and 4,000 tons. "To be honest, Spain had an extremely difficult planting season this year. It had a heatwave in the second half of October. But, according to our Spanish partner's latest update, they've made up the backlog. That means the first batches may come onto the market even a little earlier than initially expected," says Teunis.
Fandango growing undercover
Challenges and chances
Not only the cultivation faced challenges; so did marketing, says Teunis. "Brexit means the import procedures haven't exactly become easier. And, partly due to the pandemic, a driver problem has arisen." Nevertheless, along with its partners, Fresh Forward has managed to gain a foothold within British retail. "Initially, we'll roll out Fandango in Great Britain. However, we see definite opportunities in other northwestern European countries' premium segments," he concludes.
For more information:
Teunis Sikma
Fresh Forward Marketing & Breeding B.V.
1c Hogewoerd 
6851 ET, Huissen, NL
Tel. +31 (0) 263 886 448
Email: Ingrid.vanderBogt@fresh-forward.nl
Website: www.fresh-forward.nl