Introduction

The apple industry faces a situation where the market is oversupplied with commodity products and the consumer is increasingly discerning and environmentally aware. Therefore, the creation of new varieties with improved characteristics is a key factor for the apple industry to remain sustainable and profitable.

Better3Fruit (read Better Tree Fruit) is a young company that is determined to bring renewal into the fruit sector by:

1. Innovations in product development (new fruit varieties)
2. Innovations in market structures (new value chains)

Better3Fruit was established in 2000 having foundations built on 12 years of research and development by N.V. Johan Nicolaï tree nurseries in cooperation with the Laboratory for Fruit Breeding and Biotechnology of the K.U. Leuven.

The technology that lies at the core of our product development combines traditional techniques, that have been applied in agriculture for many years, with new, state-of-the-art technologies that make breeding more efficient and focused. The result of this R&D programme is a range of new unique fruit varieties, far superior in their taste and quality and now available to you.