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Four strawberry marketeers selected for new berry variety

Fresh Forward has introduced a new strawberry variety, Bachata, which is expected to make an impact in the premium strawberry market. Known for its flavor, appearance, and quality, Bachata will join the ranks of Fresh Forward's existing varieties, such as Fandango and Calinda.

Bachata will be marketed through a partnership with four Berry Marketing Groups: Angus Soft Fruits, Keelings, Frutania, and Special Fruit. This collaboration aims to position the variety as a premium offering across key markets, with plans to increase production significantly over the next five years. The partners are working to develop an integrated supply chain that facilitates collaboration with growers, enhancing the value of Bachata throughout the supply chain.

The goal of the Bachata Berry Collective, formed by these four companies, is to leverage their combined expertise in berry production, marketing, and distribution to ensure consistent quality. Representatives from each company shared their commitment to the new variety, noting the potential for Bachata to gain traction in the market.

David Cuthbert, Procurement & Development Director of Angus Soft Fruits, commented on the partnership, emphasizing the importance of flavor and quality in premium berry production. Maurice O'Sullivan, Group Procurement Director of Keelings, expressed similar views on the opportunity to offer a high-quality strawberry to consumers. Markus Schneider, CEO of Frutania, highlighted the confidence in Bachata's potential to attract attention in global markets, while Elke Vaes, Head of Sales & Marketing at Special Fruit NV, noted the variety's alignment with their commitment to quality and innovation.

Bachata is also noted for its appealing appearance and good shelf life, features that contribute to its market positioning. Ronnie Kersten, Commercial & Concept Manager at Fresh Forward, commented that the variety meets high standards in flavor, texture, and aesthetics, aligning with their vision for the strawberry's role in the market.

Looking to the future, Fresh Forward and the Bachata Berry Collective aim to establish Bachata as a prominent variety in the premium produce sector. With a clear focus on increasing production and broadening market reach, the collaboration aims to set new standards for the strawberry industry over the next five years.

For more information:
Ronnie Kersten
Fresh Forward
Tel: +31 0 26 388 6448
Email: [email protected].
www.fresh-forward.com

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