Pioneers of F1 Hybrid Strawberries: Adriaan Vis and Coen Kampschöer (FruitMasters)

In the seventh episode of our series Pioneers of F1 Hybrid Strawberries, we delve deeper into the commercial aspects of F1 Hybrid Strawberries. While the previous edition with Harrie Jonker focused primarily on the cultivation side, this time we turn our attention to the crucial role that FruitMasters plays in the marketing of Limore One. We spoke with Adriaan Vis, CEO, and Coen Kampschöer, Marketing & Communications Manager, about the challenges and opportunities involved in introducing a new strawberry variety to the market.

In this article, you’ll learn:

How FruitMasters adds value throughout the entire chain, from breeder to consumer.
Why Limore One is a potential gamechanger for the strawberry market.
The importance of collaboration and knowledge-sharing among the Pioneers.

FruitMasters is a leading fruit growers’ cooperative with around 400 affiliated growers, which has played a key role in the Dutch fruit sector since its founding in 1904. From its headquarters in Geldermalsen, FruitMasters handles, among other things, the marketing of fruit, both nationally and internationally.

Support across the entire chain

"We serve the entire chain, from breeder to consumer," emphasizes Coen Kampschöer. "Our primary goal is to add value at every link in the chain." Adriaan Vis adds, "A key part of our work involves researching and selecting new varieties. We aim to add value throughout the chain, and if a particular variety can play an important role in this, we naturally want to know about it. This allows us to involve our growers in developments from the very beginning and ensure that they are prepared for the future. Additionally, we focus on the marketing of the fruit, in this case, strawberries, under both private label and our own brands."

Some time ago, Limgroup reached out to FruitMasters to collaborate with other knowledge partners in the chain on the development of F1 Hybrid Strawberries and Limore One, Limgroup’s first variety grown from seed. Adriaan Vis explains, "We strongly believe in the power of collaboration. By leveraging each other’s expertise and knowledge, we can explore the potential of Limore together and deploy it optimally for the future. It’s incredibly valuable to sit down with breeders, plant propagators, and growers to discuss the possibilities of a strawberry variety."

"We strongly believe in the power of collaboration. By leveraging each other’s expertise and knowledge, we can explore the potential of Limore One together and deploy it optimally for the future."

Balancing production and flavor

In the search for a commercially promising variety, there are four crucial aspects that a strawberry variety must meet for FruitMasters: flavor, appearance, shelf life, and yield. "A strawberry must be sweet and aromatic, look attractive with a beautiful color and fragrance, and have good shelf life," explains Kampschöer. "With these qualities in mind, we maintain close contact with various breeders, including Limgroup, to stay informed about the latest developments."

Vis clarifies that the organization continually seeks a balance between the needs of growers and the commercial demands of the market. "Each group naturally has its own priorities. For growers, high production is crucial, while for consumers, flavor is paramount. A variety that produces many kilos but doesn’t taste good holds little value. On the other hand, a delicious strawberry that is not economically viable is also not sustainable for cultivation. That’s why we strive to find varieties that combine the best of both worlds. If a variety meets these criteria, we will roll it out under a unique concept and strategically position it in the market. This is where we currently stand with Limore One—it’s now up to us to position it in the market in such a way that it can capture a significant market share."

The key to sustainable success

In recent years, the strawberry market has undergone a shift. Where Elsanta was the dominant variety for decades, growers and the market are increasingly seeking alternatives. Sustainability plays an increasingly important role in this. "We see an excellent opportunity for Limore in this," says Vis. "Because the variety is grown from seed, the process begins entirely clean. Additionally, the plant’s production time has been shortened from over two years to just 18 weeks, which clearly leads to significantly less need for crop protection throughout the entire process."

However, the challenge for FruitMasters lies in conveying Limore’s sustainable strawberry concept to the consumer. "Strawberries are a product to be enjoyed," explains Kampschöer. "The challenge will be to convey the sustainable qualities of Limore to consumers in a market where the distinction is currently mainly between conventional and organic. I’m very curious to see what happens if we succeed in this and enable the consumer to make a conscious choice."

Limore can play an important role here. Vis: "Limore One is entering a new domain, where sustainability is central. And it goes beyond just sustainability. Limore One also offers more stable production with fewer peaks and troughs, and the improved forecasting and availability make it easier to plan with downstream partners. The entire profile of Limore becomes its unique selling point. And if Limore One meets all expectations, it will truly be a gamechanger."

"If Limore One meets all expectations, it will truly be a gamechanger."

The power of collaboration

The collaboration with Limgroup and the chain partners in the Pioneers of F1 Hybrid Strawberries project offers FruitMasters a unique opportunity to shape the future of the strawberry market together with other parties. "We strongly believe in the power of collaboration. By pooling our expertise, we can fully explore and leverage the potential of Limore One to advance the entire sector. We are all on board a train heading towards a new generation in the strawberry sector," says Vis. "If this succeeds, it will be a fantastic result of our collective efforts, where we, as partners, move forward together, face the future, and dare to present strawberries in a new light and perspective."

The first signs from the market show that this collaboration is bearing fruit. At the recent edition of Fruit Logistica, Limgroup highlighted Limore and F1 Hybrid Strawberries extensively, which generated a lot of interest in the sector. The upcoming season will be crucial in proving how Limore One will perform, but the initial reactions from tests and research among growers are already very positive.

Ultimately, however, the success of Limore One will be determined by the consumer. "No matter how well Limore One performs in terms of cultivation or sustainability, it is the consumer who will decide whether it becomes a success. Flavor is the first requirement. If we succeed in establishing Limore as a recognizable and beloved concept in the market, we can truly achieve something special," adds Kampschöer. "As Pioneers of F1 Hybrid Strawberries, we have a far-reaching partnership that spans the entire strawberry chain. With the launch of Limore One as a new variety, and with the insights and knowledge we gain from this, we are setting the course for Limore Two, Limore Three, and beyond, with each generation being a complete improvement over the last. We are on the brink of a new era."

“We staan aan de vooravond van een nieuw tijdperk.”

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