Developing new varieties is, for Fresh Forward, only half the story. Once ready for market, all varieties need a consistent plant production system based on certification guidelines to ensure the integrity of the cultivar. Moreover to ensure the continuity of our breeding program as well to enforce the interest of our royalty paying licensees the granting of plant breeders' rights of our varieties is essential. Our cultivars will be released under licenses in such a way that the quality and quantity of plant material can be inspected and controlled within the production chain. Fresh Forward also manages licenses for cultivars from other breeders; not just for strawberries, but also for apples, pears and plumes.