Fresh Forward Holding , Netherlands

Fresh Forward Holding is a prominent Dutch company headquartered in Eck en Wiel, specializing in the professional breeding and propagation of high-quality fruit varieties. Since its establishment in 2007, the company has positioned itself as a global leader in plant genetics, focusing primarily on the development of innovative strawberry and apple cultivars. With a strong commitment to sustainable agriculture, Fresh Forward combines traditional breeding expertise with modern scientific research to create varieties that meet the evolving demands of both professional growers and the global supply chain.

The company is widely recognized for its extensive international network, licensing its proprietary genetics to partners across Europe and beyond. By prioritizing characteristics such as flavor, shelf life, climate resilience, and disease resistance, Fresh Forward has built a solid reputation as a reliable partner in the horticulture sector. Their operations are defined by a long-term vision of agricultural efficiency, where the focus remains on delivering genetic excellence that supports the profitability of fruit producers while ensuring consistent quality for consumers worldwide.