New cultivars will only be released after an extensive test programme has been carried out. During this test period we gather information about the production capacities of a potential variety, its suitability for different cultivation systems and climatic conditions, resistance to pests and diseases, and the fruit quality. With knowledge about these aspects, we are able to get a clear view on the potential, but also the limits of a potential variety, which allows us to develop a suitable strategy to introduce a new cultivar on the market. Fresh Forward can base an introduction strategy either on chain concepts for specific niche markets, as well as on a broad introduction for several market segments. Fresh Forward mostly co-operates with other parties in the chain.