It's not a new variety, but the start of a revolution. Yesterday, FruitMasters and Limgroup jointly introduced a groundbreaking innovation in strawberries that promises significant benefits for cultivation, trade, retail, consumers, and the environment: Sonrosa®. According to Vincent Deenen, CEO of Limgroup, Sonrosa is an F1 hybrid strawberry developed as the breeder's first variety grown from seed. "This transformation is set to shake up the entire strawberry sector," he said.
Brand unveiling of Sonrosa at the Fruit Tech Campus
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The comparisons to Tesla and Formula 1 innovation seem fitting after this first trial year. Sonrosa stands out in terms of cultivation, being more vigorous and faster-growing than traditional varieties.
"The shift to seed-grown strawberries brings substantial advantages across the supply chain. Breeders gain access to advanced technologies that enable more targeted innovation. Plant growers can start with clean base materials and explore new automation opportunities. Moreover, the production cycle is drastically reduced from two years to just 16 weeks. These advancements mark a significant step toward more sustainable strawberry cultivation—an urgent goal for the industry."
According to Limgroup, this transition offers benefits for everyone involved. Early adopters of this innovation, like Tesla's pioneers, may encounter initial challenges, but these will be quickly addressed.
Sand artist Gert van de Vijver created a visual story
During the past testing year, the main challenges revolved around seed quality, which caused the F1 hybrids to start later than regular strawberries. However, this delay was offset by consistent production, ultimately yielding higher volumes. Additionally, fruit sizes remained large and glossy throughout the season, noted Roland Sweijen, Product Lead for Strawberries. "Growers also enjoy greater flexibility in their cultivation methods due to the availability of fresh plants almost year-round. This leads to increased efficiency, precision, and professionalism," he concluded.
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Koninklijke FruitMasters 
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www.fruitmasters.com
Click here for more information about Sonrosa
Limgroup
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www.limgroup.eu