Delizzimo^®: development of a sustainable strawberry production system in winter season

At the end of last century, the first cultivars of F₁ hybrid strawberry, propagated by seeds, were introduced in the market. The principle of strawberry plant production directly from seed was taken up only on limited scale by the international strawberry industry. Advantages on clean and reliable plant material and efficient logistics were recognized by a select group of innovators in the industry. By targeting the breeding and marketing efforts on a very specialized niche market, a broader application of the principle of strawberry F₁ hybrid seed propagation comes within reach. Market demand for year-round strawberries is growing worldwide. In winter season temperate climate zone markets are supplied from Mediterranean or subtropical production areas. Due to varietal choices, growing practices and long shipping distances high expectations of consumers for flavourful strawberries are not fulfilled in winter season. In order to provide the fresh market through local production in winter season with a flavourful strawberry we developed a special breeding program targeted on glasshouse production with assimilation lighting. In subsequent years we developed a growing protocol for glasshouse production of F₁ hybrid strawberries in winter/early spring season. Data will be presented. With a targeted market approach by branding, flavourful strawberry Delizzimo^® is now recognized in winter season as the strawberry which reminds one of a summer breeze.