The EasyRock® variety of raspberry is enjoying considerable success in many production areas around the world. Matteo Molari, Managing Partner of G-Berries, explains: “The story of EasyRock, together with the complementary variety EasyStar®, began a few years ago, when breeder Alessandro Lucchini and G-Berries decided to take the variety all over the world. We can say that 2024 was the year of the big leap, as demand is really high and more and more companies are interested.

From an agronomic point of view, EasyRock is presented as a remontant variety, extremely productive, especially in the harvest of floricane, easy to handle and very easy to harvest. This is one of its main characteristics, which makes it excellent in areas where finding labor is not easy and it is essential to optimize each stage of the harvest and also in those markets where the main objective is export, since it is possible to easily harvest the fruit at an early stage of ripening.

Another relevant feature is the excellent service life.

«From a commercial point of view, we can anticipate that the variety has already entered the lists of several supermarkets (speaking of those countries where supermarkets make a selection of varieties). It can be found on the lists of German supermarkets and also in the United Kingdom several samples have been carried out, with positive results», reports Matteo Molari.

Luca Molari says: “This is something that makes us feel very happy and proud, because when the last link in the chain rewards varietal improvement, it means that the work carried out, both at the level of improvement and dissemination strategy, is really effective and important. We can say, for all intents and purposes, that this is a variety premium and this is confirmed by the samples taken from some of the most important retailers Europeans and British».

In Italy too, the variety is already found in several supermarkets, but also in traditional markets, and is distributed by some major operators in the food segment. berries.

EasyRock is run on a “free-range” model in Europe. “It is having great success in Portugal and the United Kingdom, where the results are extremely positive, and in Italy, where the surface area is increasing rapidly. By 2025, the focus will also be on the markets of Spain, with some specific formats produced locally, and Germany,” continues Matteo Molari.

The worldwide distribution, on the other hand, is already above expectations. “In Morocco, we have launched the first commercial licence and in 2025 we will continue the final phase of testing with three more companies. The fruit exported from the Moroccan market enjoys a great reputation among international customers.

In Mexico, we are also in the process of establishing two commercial production licenses. Another market where the variety is having considerable success is India, where, after an excellent trial, we are starting with a commercial license.

Matteo Molari concludes: “Alessandro Gualandi is in charge of the strategic development of the variety and we have big goals for 2025: firstly, to increase the surface area of ​​the variety worldwide, to manage all the logistical and technical aspects to fully satisfy our partners and to grow with nursery production.”

At nursery level, G-Berries has the support of Molari Società Agricola, where plants for the next season can be found. In addition, for a correct dissemination of the variety, G-Berries collaborates with a nursery in the Netherlands, one in Morocco and another in Mexico.