Categories: casestudies-message
      Date: Nov 19, 2009
     Title: Finding the best British strawberry...

The problem:  Hargreaves Plants (Lincs., UK) asked MacTavish:West to try and find points of difference for one of their strawberry plant varieties (cv Albion), in time for a Wimbledon launch.

The solution:  MacTavish:West assessed the strawberries for sensory properties (factors like perfume, firmness, juiciness, sweetness, acidity, herbiness, astringency, aroma), flavour and attributes conferring health benefits in strawberry (anthocyanins and ellagic acid).

We found significantly higher levels of flavour volatiles, anthocyanins and sensory properties for cv Albion compared with other assessed varieties. 

The result:  This information was used to prepare a comprehensive report and a draft press release for the client to discuss with their PR company.  The press release was picked up by the Fresh Produce Journal, and this and other promotional activity for ‘Albion’ strawberry cultivar led to coverage in the Daily Mail as well as other industry magazines.

‘MacTavish:West were fast, thorough and effective at finding unique points of difference for our strawberry cultivar.  They supported the findings with sound science, presented in a user friendly format.’  Rupert Hargreaves, Hargreaves Plants.

http://www.hargreavesplants.com