It is the goal of the breeding companies of Fragaria Holland BV to search for new varieties to propagate for their customers. For this purpose they have intensive contact with breeders within the EU and beyond. Promising new selections are tested and evaluated on their properties by Fragaria Holland BV in house.

Since 2005, a joint venture Fresh Forward has been established by Fragaria Holland and Plant Research International in Wageningen. Fresh Forward develops new strawberry varieties and controls the licensing policy.

The testing of new selections of Fresh Forward is set up in cooperation with Fragaria Holland BV. Both June-bearers and through-bearers are tested in 15 countries in Europe at growers, grower organizations and testing stations. Within this network, the suitability of the varieties in various climate conditions, soil types and cultivation systems is tested. Data are collected from trial plantings in classical cultivation in the soil but also on substrate (table cultivation, rack cultivation, pot cultivation). The varieties are evaluated for productivity, fruit quality, disease resistance and plant development. Also the suitability for marketing (shelf life, appearance) is evaluated in cooperation with the trade channel.