Redeva aims to release new varieties that will become consumer favourites through superior combinations of traits such as eating quality, flavour, yield, and pest and disease resistance.

We will help growers and retailers using our varieties to maintain their position as a 'preferred supplier'; by licensing our new varieties to producers who market their fruit through either Worldfresh, or other marketing organisations that have a strategic alliance with Worldfresh. We aim to remain at the leading edge of soft fruit breeding, with our sister company Worldfresh becoming the preferred marketing organisation.

Few companies have the international resource to consider such a policy and to make the necessary investments. Redeva has been given the financial resources, the technical facilities and the best people. It is now only a matter of time before we achieve the right result on a global front.

Adrian Wallbridge, Technical Director