Retail Demand Fuels Expansion of ABB’s Zawadi Raspberry Variety
Zawadi (ABB136), the high-performing raspberry variety is entering a major growth phase across Europe. Growers in Morocco, Spain and Portugal are scaling up production to meet increasing market demand.
In its first year of commercialization, Morocco and Spain have each secured over 70 hectares of Zawadi — marking one of the fastest-growing soft fruit expansions this season.
Strong UK Retail Interest Sparked Early Momentum
This production boom is linked to growing demand from European retailers—driven in part by the strategic efforts of ABB’s UK partners, WB Chambers Farms and Angus Soft Fruits. These UK-based soft fruit experts have played a vital role in championing Zawadi within the UK retail sector.
As some of the earliest supporters of Zawadi in Europe, they identified its strategic potential early on and actively promoted its agronomic strengths and commercial benefits through extensive trials and direct engagement with UK buyers. This groundwork has proven instrumental in building retail confidence and has laid the foundation for the current demand spike that is now shaping grower investment decisions across Southern Europe.
Partner Insights from the Field
“Zawadi has entered the UK market with a bang,” said Tim Chambers, Managing Director at WB Chambers Farms. “The variety is quickly positioning itself as a premium winter supply solution, with production rising in Morocco and Iberia.” Chambers is delighted with its performance as a grower, importer and distributor, and we look forward to contributing to the next stage of its commercial lifecycle.”
Retailers have been clear — they want a raspberry that delivers quality, consistency, and above all, volume security during low-supply periods,” said Johnnie McMillan, Head of International Farming at Angus Soft Fruits. “Zawadi is performing on all fronts, with benchmarking results this winter being very positive, and we’re now seeing that recognition spread across European markets.”
As growers across Spain and Morocco respond to this demand surge, the 140+ hectares of plantings represent a key milestone for the ABB-bred variety. Producers have been particularly drawn to Zawadi’s strong agronomic adaptability to Mediterranean climates, coupled with low-input requirements and strong disease resistance —factors that translate into both sustainability and profitability in the field.
Key Agronomic and Commercial Advantages of Zawadi
Top benefits of Zawadi® for growers and retailers include:
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Excellent adaptability across Morocco, Spain and Portugal
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Low input needs – reduced water, fertilizer and plant density
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Strong disease resistance and open plant structure for efficient harvesting
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High-yield potential
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Positive reception from retailers and consumers for it’s quality, flavour and colour
The current expansion in Morocco is only one facet of Zawadi’s growing footprint. Growers in Spain and Portugal are also embracing the variety as a solution to balance seasonal supply, support sustainability targets and meet retailer demand for consistently high-quality fruit in the early calendar months.
ABB’s Vision for Impact Across the Value Chain
“When you develop a variety that truly fills a gap — both agronomically and commercially — it creates a ripple effect across the value chain,” said Hubert Gadret, CEO of Advanced Berry Breeding.
“Zawadi has clearly struck that balance, offering growers a resilient, high-performing crop and giving retailers the quality and supply security they need during a challenging window.”
As the planting season begins, the latest expansion signals a new chapter for Zawadi. With supply strengthening across key Mediterranean regions, Zawadi is well-positioned to deliver continued value for growers, retailers and consumers alike throughout 2025 and beyond.
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