What Fresh Forward does

Our goal is to develop and market fruit varieties that are catered to the demand of our clients, whether it be producers, retailers or consumers. This is easier said than done, as developing a new strawberry variety can take up to ten years, while a new apple variety can even take twenty years before it is introduced. Consequently, thorough prior research and an adaptable approach regarding the future agricultural and commercial climate are essential.

Fresh Forward has strong ties with Wageningen University & Research: global experts in terms of plant science, testing and molecular breeding. On the other hand, we also cooperate with Fragaria Holland BV, a joint venture of leading plant propagators. With access to both the fundamental and practical knowledge, we aim at meeting our clients’ demands by providing them with the most suitable varieties.

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