Fruit of tomorrow

Variety development by Prestige experts

The world of food and drink is constantly evolving. To stay ahead of developments in consumer preferences, FruitMasters, the cooperative behind the Prestige quality label, continuously tests and experiments with new varieties and flavours. Our experts always search for the balance between the perfect flavour, texture and shelf life, combined with a keen eye for growers’ interests. By putting ourselves in our growers’ shoes and anticipating market developments, we ensure a perfect balance between demand, supply, innovation and sustainability.

How we connect…

Our growers and experts share knowledge, information and experiences at meetings organised by FruitMasters. Soft fruit growers, plant cultivators and breeders come together to discuss challenges and opportunities with our experts.

What we bring…

FruitMasters employs a team of experts that looks at issues such as flower mapping, fertilisation, watering, production cycles and growing methods. Every facet of cultivation is put under the microscope to make production more efficient and consistent. Using real-world input and exceptional expertise, the plant experts constantly test new varieties and growing techniques to surprise consumers and customers and improve our growers’ returns, strength and continuity.

How we grow and test…

Together with growers, the plant experts form study groups that conduct on-farm research into new varieties and cultivation methods. In addition to those practical trials, we have our own testing plot in Geldermalsen where we carry out research on different varieties of fruit. One study we conduct there seeks to ensure that black, white, red and gooseberries are brought to the attention of the general public. In practice, that means replacing the fruit’s sour note with a sweeter edge. For raspberries and blackberries, the goal is to grow firmer fruit with a predominantly sweet flavour and earlier production than current varieties. We also want a top selection of strawberries with great flavour and a gradual harvest. And there are currently around thirty new cherry varieties in our testing plot of which we expect great things in the future.

What that brings…

New varieties that suit consumer tastes, meet chefs’ and pastry chefs’ wishes and benefit growers’ operations. Innovation is the engine for growth. We want to stay ahead of the market and respond to the constantly changing preferences of our customers and consumers. We relentlessly research new varieties with the perfect shelf life, quality and flavour that today’s and tomorrow’s consumers are looking for in their soft fruit. At the same time, we always consider growers’ needs. Because only when yields and harvests pay off will the industry remain healthy, and can professional kitchens and consumers look forward to the very tastiest soft fruit of the highest quality each season.

The fruits of our labour…

We follow varieties closely and track results in practice. This is how we arrive at a top selection of new varieties with plenty of potential. The newest and most special varieties come under the Prestige Special Selection label. These varieties are the result of the combined efforts of growers, plant experts, cultivators and breeders working together and sharing knowledge to develop the perfect new soft fruit varieties for professionals and, ultimately, consumers.