‘Malling Centenary’, a strawberry variety from the East Malling Breeding Club, based at NIAB EMR in the UK, has exceeded annual sales of 60 million plants.
First introduced to the market in 2013, ‘Malling Centenary’ is in demand from growers and the major international retailers owing to its very high percentage of Class I quality fruit and reduced picking costs.
The variety also scores highly in independent consumer tasting trials when compared to the previous industry standard ‘Elsanta’.
“The rapid growth in ‘Malling Centenary’ sales reflects its outstanding performance on the supermarket shelf”, commented Mario Caccamo, NIAB EMR’s Managing Director. He continued, “We recently passed total sales of 130 million plants and we can now confidently expect the variety to pass 65 million plants in next year’s sales alone.”
‘Malling Centenary’ is the fastest selling strawberry variety handled by soft fruit IP management company Meiosis. Mark Coxeter, Meiosis Chief Executive, said, “The growth for ‘Malling Centenary’ is set to continue as it further establishes itself as the standard June-bearer variety in the northern hemisphere.”
Gross royalty income of nearly €1.4M will be generated for the members of the East Malling Strawberry Breeding Club who originally invested in the development of ‘Malling Centenary”. The total royalty returns to date have already exceeded the original investment to breed this strawberry variety.