Producers' interests, retailers and consumers
Creating an optimal experience requires taking into account the interests of producers, retailers and consumers, who are all different. Producers want hardy plants that can withstand heat, cold, drought, and torrential rains, and that produce abundant quantities of berries Great flavor year after year. For them, longevity, disease resistance, and adaptability are essential characteristics that reduce the need for frequent replanting.

Consumers, for their part, want packaging in which all the fruit tastes good and looks nice. “Consistency is key, and when shoppers buy Naturipe berries, they always know exactly what to expect in terms of taste and quality,” says Roberts. “The better the shopping experience, the more likely people are to come back for more.”According to studies of natureConsumers prefer berries Sweet and juicy. More specifically, in the case of blackberries, they want a carefully prepared product with minimal acidity.

“We take these interests into account during the selection process. As producers, we always plan for the long term. Genetic improvement is not just about developing berries not only to improve today, but also to ensure that farmers can thrive, that retailers can offer delicious, high-quality fruit, and that consumers can enjoy our berries for generations."

© Naturipe Farms

To market a new variety
Obtaining berries Developing the highest quality fruit is a lengthy process. Bringing a new variety to market can take between seven and ten years, and that's after around 100 trials, most of which don't make it past the second round. Each stage, from cross-pollination to field trials, requires years of study and refinement to ensure the plant meets growers' needs and the fruit is of the quality Naturipe expects to deliver. retail and consumers. "We focus on combining field resilience with consistent flavor, helping growers achieve stable, profitable, and sustainable harvests."Roberts comments.Naturipe is working to streamline this process using technologies and methods that allow breeders to move faster without compromising the process.".

Meteorological conditions
From this perspective, it is crucial to focus improvement efforts on the impact of weather conditions on plant performance. "Mother Nature is a variable that, however much we might want to, we cannot control, and this presents great challenges."Extreme heat, cold waves, nighttime frosts, or unexpected rain can affect the yield, quality, and size of the berries"Our genetic improvement efforts allow us to select and develop varieties capable of thriving in a wide range of conditions, with tolerance to heat, drought or cold," explains Roberts.

© Naturipe Farms

Multi-location harvesting
To adapt to different climates and growing conditions, the breeding and testing processes are carried out in different locations, both in the U.S. and in other countries. "Our producer-owner MBG Marketing manages the Berry Blue program and has expanded throughout the country."For his part, the producer-owner Hortifrut It manages breeding programs on a global scale, giving it access to a wide range of genetic diversity and knowledge from the main producing regions of berries. In California, the producer-owner Naturipe Berry Growers It participates in public and private selection projects. The Consortium was recently introduced. Ohala Strawberry, focused on the transformation of strawberry cultivation and the development of authentic, non-genetically modified planting varieties. "It's very exciting, because it's the first time this has happened in the sector. Geographical dispersion helps ensure the development of varieties that thrive wherever they are grown." Naturipe berries«.

© Naturipe Farms

Branding
New brands continue to arrive on the market berriesBut its success will depend on its ability to offer consistent quality and a stable supply, as well as to generate an image and tell a story. "Retailers and consumers are increasingly interested in knowing about the origin and cultivation of their favorite berries."Roberts says. They also want fruit with a longer shelf life, an appealing, mouth-watering appearance, and a consistent flavor. "By achieving the desired performance and building trust with the retailer, we gain shelf space and also manage to maintain it.".

“Sweet Selections™ are an example of the very best we grow.” They are a product of Naturipe’s own breeding programs and only pass the selection process when they meet certain criteria that satisfy the company’s already high standards. For buyers, purchasing Sweet Selections™ is always a guarantee of getting the best. berries The sweetest treats of the season. For the retailIt's a way of offering a product premium liquors with the security provided by the reputation and experience of Naturipe's producers.