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Fresh Forward is a prominent Dutch company specializing in the breeding and development of high-quality fruit varieties. With a rich history deeply rooted in the renowned breeding programs of Wageningen University, the company has established itself as a leading authority in the global fruit industry. By combining traditional breeding techniques with modern scientific research, Fresh Forward focuses on creating resilient and flavorful varieties that meet the evolving demands of both professional growers and consumers across international markets.

The company operates on a global scale, maintaining strong partnerships with nurseries and producers throughout Europe and beyond. Known for its rigorous selection processes and commitment to innovation, Fresh Forward is highly regarded for its contributions to the advancement of soft fruit and pomology. Its expertise spans across various crop categories, consistently delivering genetic improvements that enhance yield, disease resistance, and fruit quality. Today, the organization continues to set industry standards, ensuring that its breeding programs remain at the forefront of agricultural sustainability and productivity.