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New Fruits is a private Italian company specializing in the genetic improvement of strawberries, in order to create new varieties. Officially incorporated in 1996, its founding members had started the breeding activity back in 1991.
The varieties obtained through New Fruits research (suitable for continental climates) are: Alba, Roxana, Asia, Syria, Maya, Gemma, Louise, Thelma and Alina.
Among these, the most widespread ones are currently Alba, Roxana and Asia; Syria is extremely interesting for industrial processing, while Alina is in a testing stage. Thelma and Louise are the first day neutral varieties of New Fruits.
New Fruits varieties are cultivated throughout Europe, up to Russia and Ukraine. They are suitable for continental and northern temperate climates.
Modern strawberry varieties are covered by patent protection. As a consequence thereof, their unauthorized multiplication is strictly forbidden and will be persecuted to the full extent of the law. Furthermore, the Alba, Asia, Roxana and Syria varieties are registered trademarks. Their unauthorized commercial use is strictly forbidden.