Big, red, sweet yet tangy, with a slight crunch, the strawberry is a staple on supermarket shelves across Europe. But strictly speaking, what consumers usually find today is not the original strawberry, but a hybrid cousin.
© Berries del Oeste
For centuries, wild strawberries were grown in Europe. That changed in the 18th century, when two American species, Fragaria chiloensis and Fragaria virginiana, were crossed in France, giving rise to Fragaria x ananassa, the hybrid now known as strawberry. Its commercial success has been undeniable, but Spanish breeder Berries del Oeste wants to bring back the flavor and traits of Europe's original strawberry with its new variety: Lourdesa.
"Lourdesa breaks through to reclaim the authentic European strawberry, the one consumers in northern Europe remember and long for. It's not just another variety, it's unique in its category: a true strawberry, short-day type, that can be planted in October, harvested in winter, and still reach markets without losing its identity," says Luis Aliseda, head of varietal development at Berries del Oeste.
Traditionally, European strawberries, Fragaria vesca and other similar types, are only available in summer, when they are grown in countries such as Germany, France, or the Netherlands. "Lourdesa breaks that paradigm, being the first strawberry variety that can be planted in autumn and harvested in winter, with a shelf life long enough to travel to northern Europe without compromising quality," Aliseda explains.
© Berries del Oeste
Lourdesa is not a high-volume variety. Its focus is quality and visual impact. "It's a strawberry for those who want to stand out, for those who see the product as an elegant business card to open doors to new clients," says Luis. "Yield per plant is lower, but its perfect conical shape, natural shine, and intense, balanced flavor make it a super-premium option, ideal for demanding, differentiated markets."
In a region like Huelva, where many growers focus on kilos, Lourdesa targets another path. "Some companies understand the value of having an exceptional product, even if volumes are smaller. Lourdesa is that: a flagship variety, the kind that sells itself once the customer tastes it," Luis adds.
Listening to the consumer
From the start, Berries del Oeste's breeding program has followed one clear principle: to recover the taste of the original strawberry, delivering a sensory experience that reminds central European consumers of summer. "Berries are called 'soft fruits' because of their delicate texture, aroma, and flavor, and Lourdesa fits that categorization perfectly," he says.
The variety complements the company's strawberry lines Arwen and Aurea. "While those ensure yield, consistency, and profitability, Lourdesa is the exclusive piece in a carefully designed commercial strategy: a super-premium option with high added value," explains Luis María. "Not every grower is willing to trade kilos for quality, and that makes Lourdesa even more special. Cultivation requires care and a defined commercial strategy, aimed at premium niches, gourmet channels, or exclusive exports to northern Europe."
© Berries del Oeste
A strawberry for those who value originality
For Luis María, the inspiration came from his background in wine. "In wineries, aroma, flavor, and identity are fundamental. In strawberries, that had been lost. With Lourdesa, we've shown it's possible to achieve, even in winter, an original strawberry that excites."
© Berries del OesteFor more information:
Berries of the West
[email protected]
www.berriesdeloeste.com/
