The remontant raspberry variety EasyRock® is enjoying considerable success in many production areas worldwide. Matteo Molari, managing partner of G-Berries, explains that "the story of EasyRock, alongside that of the complementary variety EasyStar®, started a few years ago, when breeder Alessandro Lucchini and G-Berries decided to take the variety around the world. We can say that 2024 has been the year of the big leap, as demand is really high and more and more companies are interested."
From an agronomic point of view, EasyRock presents itself as a remontant variety, which is extremely productive especially on the summer-bearing harvest, easy to handle and very easy to harvest. This is one of its main characteristics, which makes it excellent in areas where finding labour is not easy and it is essential to optimise each stage of the harvest, as well as in those markets that primarily focus on export, as it is possible to easily harvest the fruit at an early stage of ripeness. Another relevant feature is the excellent shelf-life.
"From a commercial point of view, we can anticipate that the variety has already entered the lists of several supermarkets (speaking of those countries where supermarkets make a variety selection). It can be found in German supermarkets and several samples have been made also in the UK, with positive results."
Luca Molari says that "this is something that makes us very happy and proud because, when the final link in the chain rewards varietal improvement, it means that the work done is really effective and important on both a breeding and a dissemination strategy level. We can to all intents and purposes say that this is a premium variety, which is confirmed by the samples taken with some of the most important European and British retailers." The variety can already be found in several Italian supermarkets too, as well as in traditional markets, and is distributed by some important players in the berry segment.
EasyRock is managed with a 'free' model in Europe. "It is enjoying wide success in Portugal and the UK, where the results are extremely positive, and in Italy too, where the surfaces are rapidly increasing. In 2025, the focus will also be on the Spanish markets, with some locally-produced dedicated formats, and Germany."
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Global coverage is already beyond expectations. "We have started the first commercial licence in Morocco and, in 2025, we will continue the last test phase with three more companies. The fruit exported from the Moroccan market enjoys a high reputation among international customers. In Mexico, we are also in the process of getting two commercial production licences. Another market where the variety is having considerable success is India where, after an excellent trial, we are starting with a commercial licence."
"The strategic development of the variety is taken care of by Alessandro Gualandi and we have big goals for 2025: first of all, to increase the area worldwide, then to manage every logistical and technical aspect to fully satisfy our partners, and to grow with nursery production."
When it comes to nurseries, G-Berries is supported by Molari Società Agricola, where it is possible to find plants for the coming season. In addition, for an accurate dissemination of the variety, G-Berries collaborates with a nursery in the Netherlands, one in Morocco and one in Mexico.
For more information
Molari Agricultural Society
Via Cerchia di Martorano 891
47521 Cesena (FC) - Italy
+39 0547 630540
[email protected]
www.vivaimolari.it
G-Berries srl
Corso Mazzini 30
Cesena (FC)
www.gberries.it