Creating the super strawberry
Right here in the heart of Herefordshire, S&A are meticulously working to innovate the future of farming.
A family run business, the organisation is focused on providing the perfect berries brimming with flavour that can be supplied to retailers globally. S&A are currently conducting one of the largest strawberry breeding programmes in Europe to achieve this. Over the next decade, they’ll be assessing 60,000 new varieties of strawberry a year, to find the best three to release commercially. Their work in finding the best strawberry genetics has even seen national recognition, being honoured with the King’s Award for Innovation in 2024.
S&A’s innovation is driven by sustainability. Not only do their berries make a flavour impact, but they also make an impact on the environment, too. Through their research, S&A have created a strawberry variety that can yield three times more berries on average, using the same level of irrigation as an average yield. This is efficiency that’s being passed on to our local farmers here in Herefordshire, and across Europe to improve the profitability of agricultural organisations.
As a local person, being able to work in a highly skilled role here in Herefordshire is fantastic, I’m able to stay close to friends and family in the area. I can see the impact of my role on the business everyday and walk amongst our very own varieties of berry. It’s really rewarding.
Dan Smith, S&A Strawberry Breeder and Manager
The sustainable strawberry
S&A are leading the charge in sustainability with their precise irrigation method, which allows them to save 30% of the water they use. This prevents the water from ending up in Herefordshire’s rivers, drainage and water ways. The genetic variety of strawberry is also more resistant to common diseases such as mildew and botrytis, an innovation that means less chemical treatment, saving farmers further costs and retaining the berry’s fullest flavours for the end consumer.
