“Muranopvr” strawberry is a hit in Holland and Belgium

An everbearer variety with an excellent flavour and a good yield

The Muranopvr strawberry – Sainsbury’s benchmark variety in the UK due to its high quality – is becoming more and more popular also in Holland and Belgium where it is currently gaining support among both the supply chain operators, with extremely interesting price quotations compared to other varieties, and end consumers because of its optimal combination of taste and colour.

The good performance of the CIV patented varieties has been once again confirmed from both the agronomic and the commercial point of view: Clerypvr the leading strawberry variety in the early segment in Belgium, France and Germany), Jolypvr (very popular in Belgium in the direct sales segment), Muranopvr and Capripvr (among the most popular everbearers in Northern Europe), and with the new Flaviapvr and Flaminiapvr outperforming in South Europe and France. The proof is the excellent harvests and successes throughout Europe thanks to the interest of retailers and consumers.

The versatility of the various CIV varieties – suitable for different environments (Flaviapvr and Flaminiapvr for temperate Mediterranean climate, while Clerypvr, Jolypvr, Muranopvr and Capripvr for continental climates), junebearers and everbearers (Muranopvr and Capripvr), with traditional soil cultivation and/or modern soilless techniques and/ or in greenhouses – is based on a common thread of technology and quality characterised by:

– Natural rusticity and vigour of the plants;

– Good adaptability to both integrated production and organic cultivation, as well as, obviously, high-yield conventional cultivation;

– Low environmental impact production thanks to their tolerance to disease and low water and feed requirements;

– Top quality fruit with a distinctive flavour and optimal consistency and shelf-life characteristics.

‘The CIV’s primary objective’ – stresses on the President, Pier Filippo Tagliani – ‘is increasingly to target our Research & Development activity towards the varietal development of environmentally sustainable strawberries of the highest quality, to satisfy every player in the supply chain, from the producer to the end user at international level’.

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