The 2025 edition consolidates the Open Day as a landmark event for the Italian strawberry supply chain, an important opportunity for a dialogue about research and development that brought together experts to share knowledge and face the future challenges of the sector together.

Nova Siri Genetics (NSG), an international player in the research and development of new strawberry and berries varieties which are ideal for Mediterranean and temperate climates, continues to innovate and communicate with the industry with the fourth edition of its Open Day. The prestigious event, held at the research and experimentation center in Policoro, was attended by nurserymen, producers, distributors and specialized media from Italy, Spain, Algeria, Morocco, South Africa, Albania and the Netherlands.

Innovation and sustainability in the strawberry industry: the vision of Nova Siri Genetics

The workshop, moderated by Salvo Garipoli, Business Director of SG Marketing Agroalimentare, covered crucial topics for the evolution of the sector, focusing especially on sustainability and innovative technologies. Following the opening remarks by Carmela Suriano, EMEA Director of NSG, Professor Bruno Mezzetti, from the Department of Agricultural, Food and Environmental Sciences at the Università Politecnica delle Marche, opened the debate. Professor Mezzetti introduced the important role of biotechnology in improving strawberry varieties and its potential to address sustainability and climate change challenges.

"In order to ensure the sustainability of strawberry production and encourage its expansion into new areas, it is necessary to develop resilient cultivars suitable for low-impact cropping systems that reduce pesticide and water use while improving quality for consumers", explained Professor Mezzetti. He emphasized the importance of advanced breeding strategies that integrate genetic resources and genotyping, phenotyping, and sensory analysis techniques to select varieties that are most suited to new climatic conditions.

Genetic Improvement for Sustainability: Research at Nova Siri Genetics

Coming up next, Nicola Tufaro, breeder at Nova Siri Genetics, explained the company's scientific approach to genetic improvement. He focused on the concrete needs of nurserymen and producers. "Our goal is to develop innovative varieties that address emerging critical issues in the agricultural sector, such as climate change and the growing limitations on the use of phytosanitary products", he explained. The company uses a selection process that integrates agronomic and quality parameters with a keen eye on the end consumer."Along with resilience and production efficiency, we look for fruits with a high organoleptic profile. We focus on shelf life, flavour, color, and the balance between sugars and acidity".

Three new varietal selections were presented at the event. According to Nicola, they represent an important step forward for the supply chain. We believe the new varieties will offer tangible benefits in terms of agronomic adaptability and end-product quality."

Biotechnology and sensory analysis: an added value for marketing

The concluding talk was by Annamaria Recchia, PhD Senior Consumer & Sensory Scientist at Adacta International, who presented the results of an objective sensory analysis conducted for Nova Siri Genetics, in collaboration with SG Marketing Agroalimentare. Using a panel of sensory experts, the sensory performance of different strawberry selections was evaluated, providing data to support commercial and branding strategies for market enhancement.

"We conducted an objective sensory analysis to evaluate three new strawberry selections from NSG. The data collected supports research and marketing strategies for effective communication and improved product customer experience”, Recchia explained.

Highlights from the research showed that sensory analysis plays a crucial role in defining consumers' perception of the product during tasting, reinforcing product positioning and emotional connection with the consumer.

Twenty years of research and collaboration with the supply chain

The fourth edition of the Open Day held special significance. Carmela Suriano, EMEA Director of NSG, pointed out:"This year, we are celebrating 20 years of activity in genetic improvement. The Open Day has become a key event for engaging with the entire supply chain and fostering collaboration".

Over the past two decades, the company has been able to build strong international relationships thanks to its ability to effectively respond to global market needs. "Our varieties are now present not only in Europe but also in North Africa, India, South Africa, South America, and Australia. This achievement was made possible thanks to the commitment of our team and our breeding program, which focuses on rusticity, earliness, productivity, and the organoleptic quality of the fruit".

Conclusions: Nova Siri Genetics’ commitment to the future of the strawberry industry

The company's Open Day event concluded on a positive note, further establishing its role as a leader in researching and developing new strawberry and berries varieties. The event emphasized the importance of innovation for a sustainable and high-quality strawberry cultivation and strengthened international partnerships among industry leaders, opening new opportunities for collaboration and growth.