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 Mission"to develop new fruit varieties that will satisfy the demands of today's consumer and the industry for novelty, quality, safety and health" Better3Fruit has a clear mission: to develop new fruit varieties that will satisfy the demands of today's consumer and of the fruit industry with respect to quality, safety and health. This mission is summarized in our simple name, "Better3Fruit". New and better fruit: that is our mission. With the creation and introduction of the new apple varieties, NicogreenPBR (Greenstar®-fruit subject to license) and NicoterPBR (Kanzi®-fruit subject to license) we are clearly on track. Developing better fruit varieties is however only the first step of our mission. We are deeply concerned that the high intrinsic quality of our products is preserved along the total production and distribution process. Only in this way can we offer to the consumer a higher quality and safer product. Moreover the producer of a high quality product must be rewarded for his efforts by developing sustainable and reliable fruit growing. For this reason we prefer to introduce our new varieties through commercial structures (clubs) whose aim is to balance supply and demand as well as to safeguard the quality and safety of the end product. This requires a vertical cooperation which, we believe, will create a win-win situation for all players in the value chain. |
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