Company News
Press Release
25/02/2010
PRESS RELEASE
Redeva (Total Berry’s research and development business that specialises in berry breeding) took advantage of Fruit Logistica 2010 to formalise a new and unique venture in Egypt. Together with their main suppliers, represented by Pico and Farm Frites, an agreement was signed to establish ‘Redeva Egypt’.
| Richard Parke-Davies, Chief Operating Officer of Total Worldfresh (the parent company of Total Berry) said “This venture is the culmination of many years of expansion in Egypt and this continues to produce significant strawberry varieties. It is an exciting development for Redeva and our Egyptian partners that will allow targeted investment to secure quality, improve yield and manage the challenges to satisfying customer demands.” |
The aim of the association is to take the development of the Redeva programme to the next level in Egypt and involve those growers who have demonstrated an affinity and commitment to the Redeva varieties.
The signing of the agreement, the Total Produce stand at Fruit Logistica. L-R: Mr Alaa Diab (Managing Director of Pico), Mr Walid El Hennawy (Managing Director of Farm Frites), Richard Park-Davies (Chief Operating Officer, Total Worldfresh) and Tim Morton (General Manger, Redeva)
Over the last seven years Redeva varieties have established themselves in Egypt as the superior varieties in terms of quality. This has enabled TotalBerry to offer high quality fruit to all its UK and European customers. “It is important to all growers that we continue to develop and exploit the full potential of this unique position” said Tim Morton, General Manager of Redeva. “We believe this exciting development will continue that process and increase the level of expertise and quality of plants available to our growers and consequently to our customers”.
Parke-Davies added “The Redeva Egypt partners have been carefully chosen. Together we present a winning formula that reflects a history of achieving results. The platform created by this new venture will shape our breeding programme in Egypt for many years to come”.
Denis Punter, Executive Chairman of Total Produce UK was at the signing ceremony in Berlin. He said “It remains a priority that we continue to invest in breeding programmes around the world and Egypt has always been an essential part of that imperative. This is an exciting development in the history of our relationships in Egypt”.
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For further information please contact Joanna Lutkinat Total Produce on 01733 383908 or email: jlutkin@totalproduce.com
Notes to Editor:
Redeva is Total Berry’s award-winning breeding and development division, specialising in soft fruit. Founded in 2002, Redeva has continually developed soft fruit varieties with enhanced flavour, offering consistent products throughout the year which consumers will enjoy. All our plant breeding is carried out using conventional methods. Our experts carry out extensive tests, both with our growers and the public - making sure our new products not only look good, last longer and travel well, but grow healthily and taste delicious too. This research and development is aimed at delivering better fruit, all year round.
Total Berry is a division of Total Worldfresh Limited (formerly Redbridge Worldfresh); and part of the global Total Produce Group.