Pioneers of F1 Hybrid Strawberries: Vincent Deenen (Limgroup)

In this final episode of our Pioneers of F1 Hybrid Strawberries series, we look back with Vincent Deenen, CEO of Limgroup. He shares his insights on the origin of F1 Hybrid Strawberries, the process leading up to the launch of this transition, and the impact this development has had on Limgroup as a company.

In this article, you will read about:

How CEO Vincent Deenen accelerated the launch of F1 Hybrid Strawberries to 2024.
How the entire organization and its partners worked together to make this launch a success.
Why Deenen believes in exponential growth and a full transition from clonal varieties to F1 hybrids.

Vincent Deenen was appointed CEO of Limgroup at the beginning of 2020, after holding various commercial and leadership roles in the horticultural sector for many years. “As CEO, my primary focus is on determining the company’s strategy, together with the management team and the rest of the organization. After that, it’s all about removing obstacles so that everyone can perform at their best to bring this strategy to life,” Deenen explains.

From a small project to a strategic priority
From the outset, F1 Hybrid Strawberries were given a prominent place in our strategy, even though the project was still in its early stages. “About 15 years ago, Limgroup launched its first strawberry breeding program, and almost simultaneously, we started working on strawberries from seed on a small scale. After discussions with the R&D Manager, breeders, and other colleagues, we became so enthusiastic that we decided to go all in on this project, as it had the potential to transform the strawberry industry.”

“With this vision in mind, we fully committed to this project, and I allocated the necessary resources from my role. We believed in it so strongly that we aimed to bring the launch date significantly forward; we all worked together to speed up the breeding process and increase our focus. It was essential not to compromise on the quality of the assessment and quality process. We approached this responsibly, determining what actions were necessary to reliably accelerate the process. We discussed each obstacle and determined what was needed to remove it. This involved freeing up budgets, mitigating risks through rigorous quality processes and practicing responsible entrepreneurship. In 2023, we began large-scale external trials, which exceeded our expectations. More and more growers wanted to adopt the new variety and participate in this transition. Based on this, we decided to introduce our first F1 hybrid strawberry variety, Limore One, in 2024.”

“The biggest challenge was that everything was new; it felt like we were reinventing the wheel in every area. But with careful preparation, a dedicated team, and a focus on minimizing errors, we succeeded.”

“When I joined Limgroup, F1 Hybrid Strawberries was just a small project, not yet high on the agenda. In consultation with colleagues, we decided to fully commit to this project because it has the potential to revolutionize the strawberry world.”

A collaborative effort across the sector
“We set our sights on January 11, 2024, the date of the International Soft Fruit Conference in Den Bosch in The Netherlands” says Vincent. “This created some pressure as we knew we’d be in the spotlight. The deadline was tight, and for the first time, we had to produce strawberry seeds—something we had never done on a large scale. We started reaching out, and soon we were working on production across four continents. Thanks to thorough preparation, we knew how to minimize pitfalls. Naturally, some people were concerned about whether we were moving too fast. This is understandable, but a transition like this happens only once in a career. Ultimately, we all pulled together and made the launch a success. Looking back on January 11, I am especially proud of what we achieved as an organization, together with all our partners, and proud of the people involved. It wasn’t easy, but we succeeded together.”

“A crucial factor in our success was the dedication of our network of Pioneers of F1 Hybrid Strawberries, including Gipmans Young Plants, Van den Elzen Plants, Van der Avoird Trayplant, FruitMasters, and Delphy. They did an outstanding job. For them, too, this was entirely new, but they fully committed to making it a success. I’m also proud that the variety performed exactly as we had hoped. It’s one thing to have confidence in advance, but the real proof is in the field. When you see Limore One performing well, that success radiates throughout the team. You see what all that work was for, and it’s fantastic to witness. All in all, it’s been a remarkable year for Limgroup. We are open to collaborating with other companies because we want the whole sector involved in this development. Let more competitors follow; we don’t need to be the only ones pushing forward with F1 Hybrid Strawberries. It encourages us to develop better products and helps advance the sector as a whole.”

“Let more competitors follow; it pushes us to develop better products and helps advance the entire sector.”

A promising future
Limore One has proven itself to be a robust variety that performs exceptionally well across various cultivation systems and markets. We always start small and only expand when a variety has proven itself, which is exactly what Limore One has done. This year, growers have seen firsthand what Limore One can mean for their operations. Limore One consistently emerges as the top performer across virtually every cultivation system. Ultimately, it’s all about a high-quality product, and I can confidently say that Limore is an excellent product. It addresses numerous challenges in the supply chain. Seeds can be easily shipped worldwide, unlike plants, and cultivation is simpler. For growers, cultivation is more efficient, allowing for easy harvesting of large quantities. Ultimately, the trade or consumer receives a sustainably grown product that also tastes great.

The future looks bright for F1 Hybrid Strawberries. Over the next five years, we’re planning many new developments. Next year, we will launch Limore Two and continue building a complete portfolio. Interest continues to grow, even among more conservative growers and propagators. For virtually all companies, the doors are wide open. It’s up to us to keep monitoring this process closely, as we have done over the past year. We choose controlled, structured growth—steady and stable rather than rushed and hasty.

Together with other industry leaders, we have initiated this transition and taken responsibility for developing sustainably grown, healthy, and delicious strawberries. With passion, vision, and a strong product, we have taken the next step, and that enthusiasm resonates throughout the organization. We undoubtedly have a game-changer in our hands. I predict exponential growth, where the entire market will transition from clonal varieties to F1 hybrids. We are on the brink of a new standard, and I firmly believe this is the future."

"Looking back on the launch, I am incredibly proud of what we’ve achieved together as an organization."

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