Farmers in Morocco, Spain, and Portugal are expanding production to meet the growing demand from European retailers. In its first year of commercial planting, over 70 hectares have been planted in both Morocco and Spain, making Zawadi one of the key developments in the soft fruit industry this season.
This increase is driven by strong interest from retailers, especially in the UK. ABB’s partners, WB Chambers Farms and Angus Soft Fruits, have introduced Zawadi to the British market through trials and direct engagement with retailers. Their efforts helped raise awareness of the variety’s potential and performance, leading to broader European demand.
Tim Chambers, Managing Director at WB Chambers Farms, said that Zawadi is becoming popular in the UK as part of a push to secure raspberry supplies during the winter months, with production based in Morocco and the Iberian Peninsula. Johnnie McMillan, Head of International Farming at Angus Soft Fruits, added that retailers are placing more focus on maintaining steady supply during off-season periods. Early performance results this winter have been promising, further fueling interest.
The more than 140 hectares planted so far in Morocco and Spain show how growers are responding to market needs and valuing Zawadi’s advantages in the field. ABB notes that the variety is well-suited to Mediterranean conditions, requires fewer inputs, and shows good resistance to disease. These qualities help farmers control costs while also supporting sustainability goals, particularly with water and fertilizer use.
In Portugal, growers are testing Zawadi to help fill seasonal supply gaps. ABB CEO Hubert Gadret explained that the variety was developed to balance field performance with retail requirements for consistent early-season supply.
While it’s still early in Zawadi’s commercial journey, its rapid adoption suggests it could become a key player in winter raspberry production across Southern Europe. Farmers are embracing the variety for its potential to bring both production reliability and market stability.
As the 2025 planting season kicks off, the expansion of Zawadi reflects a larger shift in the soft fruit sector, driven by changing retailer expectations and environmental challenges. Its continued performance will be closely watched as it spreads to more farms and markets.