Madrid, October 8, 2026 – From research to market. This is the step that marked Nova Siri Genetics’ (NSG) participation in Fruit Attraction 2026. The Italian breeding company returns to Madrid for the eighth consecutive year with NSG 48 – Elyson®, the new strawberry cultivar that will be officially introduced to the market in the 2026/27 season.
This is not just a new variety, but the result of a process in which genetic research, field trials and dialogue with the supply chain progress hand in hand. This approach enables NSG to translate the evolving needs of markets into concrete breeding objectives and, subsequently, into new varietal solutions.
“Fruit Attraction is an important opportunity for us to assess where the market is heading and to engage directly with those involved in the production, commercialization and distribution – says Nicola Tufaro, NSG breeder – Compared with last year, we are presenting a project that has taken another step forward in its development: Elyson® is now ready for commercial introduction. This will allow us to broaden the dialogue with the supply chain and collect new data across different growing regions.”producción”.
Elyson®: quality and shelf life at the heart of the proposal
Today’s strawberry market requires varieties capable of meeting different needs at the same time. For the grower, productivity, plant vigour and agronomic adaptability are key; for the commercial supply chain, shelf life is becoming increasingly important; for the consumer, instead, the choice is driven above all by the quality perceived at the time of consumption: colour, aroma, sweetness and overall taste equilibrium.
It is around this point of balance that NSG has developed Elyson®, a varietal profile designed to create value throughout the different stages of the supply chain.
The new cultivar produces bright red fruit, high shelf life and a balanced sensory profile characterised by persistent aroma and sweetness, as well as a harmonious sugar-to-acid ratio. From an agronomic perspective, the plant stands out for its good vegetative vigour and high productivity.
The aim is to bring together characteristics that are normally assessed across different segments of the supply chain, creating a proposal capable of preserving the value of the product from the field all the way to the consumer.
“NSG 48 represents an important new addition to our portfolio – says Giuseppe Santarcangelo, NSG Technical Manager – The feedback received from growers and industry operators during the first tests carried out last season was positive. We are now entering the official market introduction phase, which will be crucial to assess the variety’s performance on a larger scale and under different production conditions.”
For NSG, the upcoming campaign will mark Elyson®’s first commercial season which, after selection and trial phases, is entering a stage in which engagement with growers and markets becomes an integral part of the innovation process.
From research to the supply chain
NSG’s participation in Fruit Attraction thus confirms the direction taken by the company: transforming the needs of the supply chain into varietal innovation capable of generating new value.
Ufficio Stampa Nova Siri Genetics
Riferimento aziendale
Alida Stigliano, NSG Marketing & Comunicazione
alida@novasirigenetics.com
