Fresh Forward is one of Northern Europe's premier experts in the field of fruit breeding, with a particular passion for strawberries.
By cooperating with both Wageningen University & Research and Fragaria Holland, a joint venture of leading plant propagators, Fresh Forward has access to both fundamental, as well as practical knowledge of plant breeding, which benefits growers, wholesalers, retailers and consumers alike. This results in a broad range of high quality strawberry varieties tailored to specific needs, such as Sonata, Allegro, Rumba and Calinda.
In addition, Fresh Forward is also the exclusive partner of Wageningen Plant Research for the marketing and license administration of the WUR apple breeding programme. Fresh Forward, furthermore, administers licenses for other fruit varieties besides strawberries and apples.
Read more about the Fresh Forward team below.
Team Fresh Forward
Teunis heads the dedicated team of Fresh Forward. This in close cooperation with the shareholders. He has spent a lifetime in the fruit sector and feels at home interfacing with agriculturists and scientists, with retailers and customers.
Bert is responsible for developing varieties required by worldwide markets. His breeding team is tasked with conducting fundamental and applied research, independently or in collaboration with academic partners.
Carina assists the management with various organizational tasks. She performs HR tasks and supports in executing marketing communications. She looks after appointments, provides meeting minutes and manages the general mail.
Marketing / Licensing
Stephan is responsible for both the marketing of the apple varieties of the WUR apple breeding programme and Fresh Forward’s strawberry varieties.
Koen is the link between the marketing and breeding departments and organises the field trials of potential varieties and processes the results for further evaluation. He also supports in executing marketing communications.
Jan Wouter looks after intellectual property rights, licenses and contracts, and is the link between the commercial and administrative departments.
Ingrid is a regular contact for our licensees. She ensures contracts are validated and archived, and processes the propagation statements provided by licensees.
Lucie is responsible for handling the financial administration. She is the most regular contact for our debtors and creditors.
Thijs is the molecular breeder of the breeding team and focuses on designing and executing pre-breeding programmes.
Rob organises and plans the nursery and breeding activities and contributes to fundamental and applied research projects.
Kees is in charge of all growing processes and facilities. Additionally, he and his team support the breeding team.
Jack carries out all activities related to both culture and controlled growth. He also maintains our equipment and facilities.
Antonino lives in Spain (Andalusia), where he gives crop advice regarding our varieties. He has over 30 years of experience as an advisor in the production of strawberries as well as in the propagation of strawberry plants.
Frans is mainly involved in a number of nursery processes and takes care of the crop protection. Additionally, he maintains our equipment and facilities.
Pluk's tasks include nurturing seedlings, facilitating growth processes and performing measurements. She also keeps our facilities spick and span.
Saskia assists with breeding activities and growth processes. She also supports the breeders with performing measurements.