After its brand launch in December 2024, the F1 hybrid strawberry Sonrosa® is now officially entering the market. With the soft fruit season underway, production is in full swing, marking the start of a new chapter for this variety, according to FruitMasters.
On Thursday, 17 April, Limgroup purchased a crate of Sonrosa from FruitMasters at the strawberry grower Jan van den Elzen's farm in Uden. The proceeds from this crate will be donated to the World Wildlife Fund (WWF), which, in addition to supporting pandas and rainforests, also works toward a livable planet and healthy food.
© FruitmastersLimgroup, FruitMasters and Van den Elzen
Official kick-off
Now that Sonrosa is being harvested in full, the partners say it's time for a festive and official market launch. FruitMasters and Limgroup gathered at Jan van den Elzen's fruit farm in Uden—one of the first growers to adopt the new variety. His lead was quickly followed, and the available seeds and plants sold out in a short time.
Under the morning sun, FruitMasters handed over a crate of fresh Sonrosa strawberries to breeder Limgroup. This symbolic first crate was purchased for €1,000. "FruitMasters is donating this amount to the World Wildlife Fund (WWF) as an investment in sustainability and healthy food, values that align perfectly with the vision behind Sonrosa. After all, the Sonrosa strawberry combines exceptional flavour, consistent quality, and a minimal ecological footprint. With this innovative cultivation method, Sonrosa offers a sustainable choice for the future—each bite contributing to a better world."
© FruitmastersJan van den Elzen among his Sonrosa strawberries
Start of a promising season
"With an updated cultivation system, Sonrosa enables stable production and gives growers more control over the season. And it shows: The first 2025 Sonrosa strawberries were harvested two weeks earlier than known varieties. Sonrosa is giving the soft fruit season an early and strong start. The outlook for the coming season is promising, with high yields expected. Growers are also enthusiastic about this innovative strawberry. The initial harvest is very uniform, which is truly characteristic of strawberries grown from seed. In fact, I haven't seen this with other varieties," confirms strawberry grower Jan van den Elzen.
For more information:
FruitMasters
Deilseweg 7
4191 NX Geldermalsen
+31 (0) 345 578 800
info@fruitmasters.com
www.fruitmasters.com