On shelves earlier, grown more efficiently: the rise of Inspire

Developed with growers and the market in mind

Customers and consumers want strawberries with flavour, visual appeal, good shelf life and reliable availability. For Dutch growers, labour, energy use and predictable production are equally important.

With these combined needs in mind, The Greenery developed the Inspire concept for the Benelux together with American breeder Plant Sciences Inc. Work on a cultivation concept for low-chill strawberries began at Botany in 2016. Inspire emerged as the best-performing variety in the trials. In 2020, several The Greenery growers began the first commercial crops, supported by agronomist Klaas de Jager. Although Inspire is also grown elsewhere in the world, this programme focuses specifically on Inspire from Dutch greenhouses.

Dutch strawberries available earlier

An important advantage of Inspire is its early harvest. In a Dutch greenhouse without supplementary lighting, production can start around weeks 9–10, several weeks earlier than traditionally grown varieties. Customers can therefore offer Dutch strawberries from early March, without energy-intensive lighting.

Inspire can also continue producing well into July and is grown in autumn too. Its steady harvest pattern provides a more even supply. From March through April, May and June to early July, Inspire strawberries are in a class of their own in the market.

Aad van Dijk, Head of Fruit at The Greenery: “Our growers have confidence in the Inspire variety and are investing in expanding their growing area.”

That confidence is reflected in the growing area: from 1.6 hectares in 2020 to more than 55 hectares in 2025.

Less labour, more Class I fruit

The even harvest pattern also offers benefits in the greenhouse. Fewer production peaks make workforce planning easier, while the variety’s characteristics support high picking productivity.

Lilian van Rijn of Kwekerij Rijnland: “Inspire strawberries have a high tolerance to diseases. The variety also has a consistent harvest pattern with exceptionally high picking productivity.”

Fragafruit achieved an improvement in labour efficiency of more than 15%. Average picking rates of 40–45 kg per hour or more are possible. Less labour required per kilogram also means lower labour costs per kilogram at comparable wage levels.

At the same time, more than 95% of Inspire strawberries are classified as Class I. This brings labour efficiency and product quality together.

Lower energy input, high yields

Sustainability is also part of the cultivation concept. Inspire can be grown early without supplementary lighting and is suited to low-input cultivation using measures such as energy-saving screens, dehumidification and targeted heating.

Commercial crops and research trials have achieved gas use of approximately 6–8 m³ per square metre. In one research trial, a yield of more than 9 kg of strawberries per square metre was achieved using approximately 8 m³ of gas per square metre. Commercial growers are now exceeding this benchmark, using less than 6 m³ of gas per square metre and producing more than 10 kg per square metre in spring.

Dutch Inspire growers also recirculate water and nutrients and use integrated and biological crop protection. All growers in the programme are certified to On the way to PlanetProof standards.

Growth beyond hectares

Inspire’s growth is evident in several ways. Alongside a growing area of more than 55 hectares, it offers early Dutch availability, more than 15% higher labour efficiency, more than 95% Class I fruit and demonstrably low energy input.

The market has also recognised its quality. Inspire scored highly in independent taste research by Normec Foodcare, was named Private Label Product of the Year at PLUS in 2023 and received the maximum three stars at the international Superior Taste Awards in 2025. At the most recent Floriade, Inspire also earned recognition with second place in the competition for the best strawberry.

Plant Sciences supplies the genetics, growers develop the concept in their greenhouses and knowledge partners help refine cultivation further. The Greenery connects that growing expertise with customers, market development and sales. Inspire demonstrates what can be achieved when growers and the market are brought together from the outset.