research update


Selling the name, not the looks


Development of new berry varieties couldmeanmajor change in consumer buying habits.


By Grant Ullyot C


onsumers traditionally bought their strawberries, raspberries and blueberries by sight. If they looked good, thatwas reason enough to buy them. But this is


about to change as consumers adapt to buying their berries by name, rather than by looks. TomBaumann, an instructor at theUniversity of the


Fraser Valley and an agricultural researcher, is conducting variety trials on his Chilliwack farm.He employs Zachary Fleming, a student in his class at the university to assistwith the development of newberry varieties fromCalifornia, Oregon, and Florida in theU.S., and fromFrance,Germany, and Switzerland. “We are growing greener varieties,more vigorous plants,


whichwill replace older varieties that are not producing aswell anymore,” explained Fleming. The variety trials are being carried out to ensure the newvarieties have certain characteristics thatwill prove the variety is owned by the breederwho ordered the trial and not stolen fromsomeone else’s breeding program “We are the oneswho certify that a specific variety is unique,


different, andwill be acceptable to consumerswhen introduced into themarketplace,” said Baumann. “In theU.S. they call it a patent. In Canada it is known as breeder’s rights.” Baumann and Flemingwere askedwhat benefits theirwork


had for consumers. “Our first concern is ‘Does the variety taste like a


strawberry?’ ” Baumann explained. “So by improving the plant qualitywe can producewhat consumerswant—a better tasting strawberry.More flavor,more firmness, better color. “For example,most varieties of strawberries produced by


U.S. growers today and shipped into Canada have awhite pulp which is not very flavorful. It is away of distinguishing them fromother strawberry varieties.” This year consumers looking for strawberries atKrause


Berry farmin Aldergrovewere no longer asking for just strawberries, they are asking specifically for the Albion strawberry developed and grown by researchers in the B.C. berry breeding program, togetherwith others fromAgriculture and Agri-Food Canada.


GRANT ULLYOT


University of the Fraser Valley agriculture students Anthony Dick, left, and Zachary Fleming have been hired to work on the variety trials. They’re pictured here next to a blackberry planting.


“Being able to sell our berries by name gives us a niche in


themarketplace,” noted Fleming. “As consumers become more aware of the newvarieties by name, buying habitswill change.” Blueberry growers currently produceDuke and Bluecrop as


theirmain blueberry crops, alongwith other varieties. However, research has developed a newblueberry variety calledDraper. As growers switch to the newvariety, consumerswill becomemore aware of it and start asking for it by name. It is amuch bigger berry than existing varieties. The industry is preparing to receive threemore newvarieties


of blueberry that are about to be released by a nursery in Oregon. Theywill be available in B.C. fromSidhuNursery in Deroche. Twenty years ago, greenhouse productionwas beginning to


expand. It offered growers a newsystemfor growing berries and other agricultural commodities.(See related story on page 13). The big advantage to growing in greenhouseswas that it reduced the amount of land needed for farming. Growing berry crops under cover not only gives theman extended lease on life but protects themfrompests and the weather. With farmland nowselling for $120,000 per acre in the


Fraser Valley and almost the same price in theOkanagan, it hasmade developing newor expanding established farms expensive and in some cases almost prohibitive. “We are basically running out of land in the Fraser Valley -


LowerMainland areas onwhich to growour berries, stressed Baumann. “So the objective to eventually growall our own produce under coverwould allowus to not only supply consumerswith product on a year-round basis, but also reduce our dependence on imports fromother countries inwhat is


British Columbia Berry Grower • Fall 2014 9


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