Peter Judge said what S&A Fresh Produce started "breeding today, you won't see in the market for 10 more years"One of the UK's largest strawberry producers says its fruit has increased by about a third in size over a decade, due to changes in consumer tastes.
Smaller strawberries do not fetch as high a price, but nothing is wasted - smaller fruit can be used in jam or juices and is still sold alongside larger strawberries. "Now what's happening is the European breeding programmes have taken those genetics and are moving them forward by crossing them with other varieties to create new strawberries."
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