During Fruit Logistica, strawberry breeder Fresh Forward celebrated the introduction of the new Bachata strawberry. The breeder, known for varieties such as Fandango and Calinda, is now introducing a new premium strawberry variety for Spanish cultivation.
Ronnie Kersten (left) with the partners of the Bachata Berry Collective
"Chain cooperation matters," emphasized commercial manager Ronnie Kersten during the launch. He reflected on the 10-year anniversary of the Calinda strawberry, which the breeder introduced in collaboration with Special Fruit at the time. To bring the Bachata to market, Fresh Forward is also working with Angus Soft Fruits, Keelings, and Frutania—together forming the Bachata Berry Collective—alongside Special Fruit.
Teunis Sikma of Fresh Forward hands out champagne with Bachata strawberries
"Our goal is to create an integrated supply chain where production and marketing are well aligned. We are achieving this with these four partners, each serving major supermarket chains in their respective markets," Ronnie continues. "We don't aim for rapid, uncontrolled growth. That has never been our objective, as overproduction inevitably drives down prices. Instead, we choose a model based on close collaboration between growers and marketing partners to introduce these premium varieties sustainably."
"Our goal with the Bachata was to develop a strawberry that excels in taste, texture, and appearance—and that is exactly what we have achieved," says Ronnie. "The Bachata is a robust variety that is easy to cultivate. It is even slightly firmer than the Fandango but retains the distinctive Fandango aroma. In recent years, we have seen that the retail sector demands premium varieties, and the market is large enough to accommodate multiple options. This year, 1.8 million Bachata strawberry plants have been planted, and if expectations hold, we will expand to 8 million plants next year."
For more information:
Ronnie Kersten
Fresh Forward
Tel: +31 (0)6 21499055
[email protected]
www.fresh-forward.com