Six years in, and The Greenery’s Inspire strawberries still surprise growers

From test greenhouses to real-world production

In the Netherlands, The Greenery introduced the Inspire strawberry variety several years ago. That demonstrates this company’s clear commitment to being distinctive within the soft fruit segment. Not a new variety for the sake of it, but a combination of cultivation strategy, genetics, and market approach. Agronomist Klaas de Jager was at the heart of that development.

“Simply put, it began with a seemingly logical idea,” begins Klaas. “We saw varieties from Southern Europe, so-called low-chill varieties, perform well in warm winters. So, I thought: greenhouses are warm, and we, too, have short days. Surely we can do something with that.”

That idea gave rise to a development process that spanned years. “Between 2016 and 2019, we tested everything at a trial site: plant types, planting dates, climate strategies. That might sound abstract, but that’s exactly what it is: endless trial and error to see what works,” says Klaas.

From unknown variety to commercial introduction
“Initially, you work with nameless varieties. They’re literally numbers from a breeding program. But at some point, you realize: this variety does something the others don’t.” That moment arrived in 2018. “We noticed one type genuinely standing out. It had a production pattern that started early and lasted a long time. That was exactly what we were looking for,” Klaas explains.

Market introduction happened sooner than planned. “We were suddenly asked from two sides: do you have something that starts early and produces for a long time? I could say: yes, actually, we do. That’s when research and the real world converged.”

“We started with 1.6 hectares in 2020. That’s small, but that was intentional. You have to first see if what you observed in trials holds true in practice,” says De Jager. That proved to be the case. “Once that was confirmed, we scaled up, both to growers and the market. It’s not enough to just have a variety; you must also be able to explain it.”

Efficient cultivation with no lights
A key objective was to develop an early variety you could grow without lights. “That was a very deliberate choice. We didn’t want an energy-intensive system, but rather wanted to see how far we could get with genetics and cultivation management,” Klaas points out.

“Low chill means a variety needs less cold to get going, so you can start earlier. And that works even without lighting.” According to Klaas, that is an important distinction. “No other variety can produce as early as late February without supplemental lighting. That’s truly different from other available varieties,” he says.

Flavor/storability balance
One of Inspire’s distinctive characteristics is its good flavor and storability, qualities that are usually hard to combine. “Strawberries with a longer shelf life are often firmer and don’t taste as good. And most varieties with the best flavor are more fragile. It’s always a toss-up between the two.”

“What makes Inspire unique is that it possesses both those traits. That’s partly thanks to its genetics – which is the breeder’s domain – but also because of how we handle the product during cultivation and throughout the supply chain,” Klaas continues. This variety’s genetic base comes from a California breeding program by Plant Sciences.

“It includes varieties already known for their shelf life, and we adapted that to a greenhouse cultivation system.” The agronomist points out that consistency is as important as potential. “You might get a good batch once, but it must be good week after week,” he explains.

“So, we focus very strongly on ripeness at harvest. We want the strawberries to be a truly beautiful red. That’s possible, too. Since the fruit is firmer, you can allow it to ripen for longer without compromising its shelf life. That’s harder with many other varieties.”

Efficiency on the farm
Fruit quality is not the only thing that interests growers. “This variety has a high picking percentage while being labor efficient. So, it’s economically attractive. Harvesters can average about 50 kg per hour. That’s impressive. That’s because the fruits hang freely and aren’t clustered together,” Klaas notes. That plant structure has another advantage.

“When it comes to automation, this type of crop is very well-suited for it. But I think we might be starting in the wrong place.” Klaas means the focus on harvesting robots. “Everyone wants those to do the picking. That’s highly complex, though. It must recognize a fruit as being a fruit, assess it, and pick it without damaging it. That’s difficult. I think the first gains lie more in crop maintenance,” he points out.

“Removing leaves, scouting, that sort of thing. Automate that, and you’ve already taken a big step.” And Klaas believes that if you then develop a harvesting robot, it should not compete with humans on speed. “Perhaps it’s more realistic to have them do specific tasks first, like picking only a certain size. Then you don’t have to compete with human speed right away,” he continues.

Must be diseases-resistant
Flavor and production used to be central; now, disease resistance has become a strict requirement. “That’s genuinely changed. There’s increasing pressure on crop protection products. Those resources keep being phased out. Variety selection, thus, becomes one of the most important levers you can adjust. You truly can’t afford to grow a variety that’s susceptible to diseases anymore.”

Klaas cites a real-life example. “In England, they had a variety that was susceptible to Phytophthora. The pressure was so intense that it was almost unsustainable. Inspire proved to be much less susceptible to it and was introduced as an alternative. Those are steps you can only take if your genetics are in order,” he reckons.

The Greenery is positioning Inspire as a premium variety, though it still has limited consumer-facing branding. “Retailers have their own brands. So it’s tricky to get a variety name prominently displayed on the packaging. Still, some stores do mention the variety, and, more importantly, they know it and understand its performance. That’s actually the first step.”

Growth strategy: acreage and market go hand in hand
Inspire’s expansion is being deliberately managed. “We work with a platform that connects growers and customers. The idea is that acreage and demand grow in tandem. You don’t want a sudden surplus of product with no market, or vice versa,” explains De Jager.

You also cannot just join. “We’re selective. Quality comes first. If someone messes it up, it affects the whole concept. So we carefully consider which growers are a good match and how they work. It has to fit within the bigger picture.”

Low-input sustainable cultivation
Sustainability is becoming increasingly important, even if, according to Klaas, it is difficult to define exactly. “Importantly, we can produce early without artificial lighting. That saves energy. We’ve also looked at varieties that are less susceptible to disease, so you need fewer chemicals. Those are concrete steps,” he says.

The energy crisis adds a new dimension. “We wanted to know what would happen if you grew the variety with minimal input? So, minimal energy and no extra heating. Then you start a bit later, but still early enough. And you use far less electricity. We’re now strongly focusing on that development, and have a growing group of growers working according to that strategy. That offers new possibilities for the future, too.”

Year-round production is, technically, possible
Year-round availability could be the next step. “It’s technically possible. You can combine different planting times to produce crops all year long. But it’s not just a technical issue. You need lighting in the winter, which leads to higher energy costs. Then the question is whether the market is willing to pay for that,” Klaas explains.

He is cautious about the future. “The world is changing fast. So it’s hard to look five years ahead. Inspire should keep expanding, though. Especially if the low-input strategy continues to develop.” Klaas, nonetheless, accounts for uncertainties. “You work in the natural world. Something can always happen, a new disease, changes in resources, you name it. That’s why we keep testing new varieties. Not because we necessarily have something better; to be prepared,” says the agriculturist.

A persistent misunderstanding
Klaas says there is a persistent misunderstanding among growers about Inspire strawberries. “Admittedly, we have, at least in part, contributed to spreading that misconception. We initially mainly positioned Inspire as a variety for CHP companies. This led to the mistaken impression that it’s an energy-intensive variety, while the opposite is actually true. You can cultivate this variety with minimal input, and it still performs well. We’re now actively trying to make that clear to growers.”

“Inspre isn’t a finished project; it’s an ongoing process of testing, refining, and learning. Technically, we can do almost anything, but the key is to keep it realistic for growers and ensure it aligns with market needs. Trying to maintain that balance keeps us on our toes and allows us the freedom to raise the bar slightly higher each time,” Klaas concludes.

For more information:
The Greenery
Spoorwegemplacement 1
2991 VTBarendrecht
Tel: +31 180 655 911
k.dejager@thegreenery.com
www.thegreenery.com