After 14 years of scrutinizing the 35.000 varieties we created to begin with, we are left with one variety that we deem special enough to test in the market.
This new variety has it all: appeal, taste, storability, production, disease tolerance, …. The only question that remains is where and how it fits into the market. That is where our international test network comes into play.
Our goal is to identify the best market, the right concept and the optimal partner/licensee to lead the commercial launch.
After having identified a new variety with commercial potential, we make it available for testing in all major growing regions worldwide. Anyone, worldwide, is allowed to test a few trees, for free.
It allows you to test our varieties under your own local circumstances and it helps us to determine which climates are suitable for each variety.
To secure the rights of Better3fruit and the future licensee, this testing does require the prior signing of a test agreement.
Test & Option
Test & Option
If you are convinced that a certain Better3fruit variety is exactly what you are looking for, but still need time to test it in your organization. And if you want to make sure no one else snatches it up before you do, then a Test & Option agreement is what you are looking for.
Such an agreement allows you to test for a number of years, and gives you an option to license. This requires the payment of a test fee, which is determined based on the potential of the variety and the extend of the rights.
In the current market, there is little value in releasing varieties freely onto the world. A new variety will only succeed if all partners throughout the chain – grower, nursery, wholesale – can benefit from it. Better3fruit therefore aims at introducing new varieties under a guided market concept. Such a concept can range from ‘almost free’ to ‘a club’, from regional to worldwide, from limited in time to infinite and from only growing rights to full marketing rights.
Once we have identified the right concept and licensee for our new variety, a commercial license agreement is entered into. The licensee acts as variety manager and controls the entire process from budwood multiplication, tree nursery and fruit production to possibly even fruit sale and promotion.
There are no preferred partners. Anyone can become a licensee and our licensees are free to choose their own partners.
Our licensees can benefit from our in house IP expertise, our licensing experience and commercial network. Together we succeed in turning a new variety into the next success story.
“In the many years of cooperation with Better3fruit we learned to appreciate their reliability as a business partner.... read moreIlse Hayen & Urs T. Luder (EFC cvba & GKE nv)
“In the many years of cooperation with Better3fruit we learned to appreciate their reliability as a business partner. Openness and looking for practical business solutions are key ingredients for a partnership which needs to last for many years, as a new product makes its way into the market. With some interesting products on the horizon we hope to get other great products out of the Better3fruit program, which innovate the current market offer in the years to come.”
“The International Pome Fruit Alliance is an alliance of 7 leading World Apple and Pear Producers/Packers and... read morePeter Dall (International Pome Fruit Alliance)
“The International Pome Fruit Alliance is an alliance of 7 leading World Apple and Pear Producers/Packers and Marketeers. We have had a relationship with Better3fruit since the inception of IPA and have found Better3fruit to be one of the top five Apple and Pear Breeders in the World. Their professionalism, dedication to achieving goals set and results orientated approach to apple breeding, has always impressed us and continues to impress us. We are pleased that we have been able to secure the rights to one of Better3fruits very exciting varieties and we hope to secure the rights to even more varieties in the future. Congratulations on the achievements to date and the very exciting prospects for the future.”
“SAPO Trust has the opportunity to work with Better3fruit on several plant material matters such as maintenance of... read moreBurgert van Dyk (SAPO Trust)
“SAPO Trust has the opportunity to work with Better3fruit on several plant material matters such as maintenance of nucleus material and breeders’ rights in South Africa. It is a privilege working with the dynamic and innovative Better3fruit team on world class, new and promising apple varieties.”
“Better3fruit, creating the best quality fruit for mutual success. Putting smiles on faces of growers and consumers!”
"A valued partner of the Eufrin Working Group ‘Apple and pear variety testing’.”
“Independently testing the Better3fruit hybrids in the South Tyrolean apple growing area”.