Finesse, formerly EMR346, is an everbearing variety that produces high yields - up to 1.37kg/plant Class 1 - of heart-shaped berries. Unlike the situation with most everbearing strawberries, there are no proprietary rights attached to Finesse, so it is available to all growers.

Sainsbury's and Tesco have listed the variety and both supermarkets will be selling fruit in 2010, although distribution to stores will be limited, as there are as yet only about 130,000 plants in this, its first season of commercial production.

Dr David Simpson said: "Finesse has the potential to provide growers with a robust plant that will produce a reliably consistent yield of good quality fruit suitable for a range of markets. It can be grown in both substrate and soil growing systems. Its lack of runners reduces husbandry inputs and the very good fruit display allows for a quick, easy harvest throughout the season."

Strawberry breeding at EMR is currently funded through a consortium known as the East Malling Strawberry Breeding Club which was launched at Fruit Focus in 2008. Underpinning funding is provided by DEFRA.

David Simpson explains: "The breeding and trialling of Finesse was jointly funded by the DEFRA, Meiosis Limited, the Horticultural Development Council (HDC) and the East Malling Trust.

"The strawberry breeding programme at East Malling Research aims to develop a range of high quality varieties with overlapping seasons, which crop in succession from April to October. A major emphasis for new varieties is placed on excellent fruit quality, including good flavour, attractive appearance and good shelf life. In addition, improved resistance to pests and diseases is another important characteristic."

Tickets for Fruit Focus are available free of charge by registering through the event website at www.fruitfocus.co.uk. Visitors will also earn points for attending in the form of three NRoSO points and three BASIS points.