Fresh Forward Breeding B.V.

Fresh Forward Breeding B.V. is a globally recognized Dutch company specializing in the innovative development and improvement of strawberry varieties. Based in Eck en Wiel, the company operates at the intersection of traditional breeding expertise and modern genetic research. With a deep focus on creating high-quality plant material, Fresh Forward serves as a vital link in the international fruit supply chain, providing professional growers worldwide with genetics that meet the highest standards of taste, durability, and yield efficiency.

Established as a result of the privatization of the breeding program formerly managed by Wageningen University & Research, the company carries a legacy of decades of scientific excellence in plant breeding. Its reputation is built on a commitment to sustainability and the development of robust varieties that perform exceptionally well under diverse climatic conditions. Through its extensive research and development infrastructure, Fresh Forward Breeding B.V. continues to drive progress in the soft fruit sector, maintaining a prominent position as a trusted partner for nurseries and commercial agricultural enterprises across the globe.