Diamond Jubilee will be available exclusively through BerryWorld and its growers. Diamond Jubilee has been released from the BerryWorld Plus breeding programme, which was set up in 2003 as a joint venture between BerryWorld, E Vinson Ltd and Hall Hunter Partnership. Peter Vinson of E Vinson Ltd; who is the founder of a successful, well established strawberry breeding programme in the UK has been using his extensive breeding knowledge to create a focused programme for BerryWorld Plus on Raspberries, Blackberries and Blueberries.
Harry Hall of Hall Hunter Partnership, has been following the variety closely and has become increasingly enthusiastic about the new variety and as a result, took the decision to grow all available plants at his farms and maximise the impact of Diamond Jubilee’s arrival in the market place.
BerryWorld Plus is developing the variety very quickly and in addition to UK trials, have conducted small scale trials in Spain. To date, these trials have proven very promising and the only restriction for Diamond Jubilee’s expansion, is the current lack of available plants.
Retailers in both the UK and mainland Europe have given Diamond Jubilee very positive feedback and are keen to have the variety as part of their in store offer.
During 2013 Hall Hunter will significantly increase trial production of Diamond Jubilee and fully evaluate its potential to double crop. If successful, this will give production in the UK from May until November with seasonality extensions from Spain and the Southern Hemisphere. In addition, other BerryWorld raspberry growers both in the UK and overseas, plan to plant commercial quantities of Diamond Jubilee during 2013. This will ensure that the consumer has the same consistent superior eating experience throughout the year.
Diamond Jubilee will be available on supermarket shelves in Autumn 2013, the variety boasts a large firm berry, light in colour with a good shelf life. Diamond Jubilee will extend BerryWorld’s raspberry offer and compete with other Autumn fruiting varieties.
For more information:
Emma Parsons
Berry World
Tel: +44 (0)1992 473057
[email protected]