NSG presents Elyson® at Fruit Attraction: from research to the strawberry market

From research to market. This is the transition that marked Nova Siri Genetics (NSG)'s participation in Fruit Attraction 2026.

The Italian breeding company returns to Madrid for the eighth year with NSG 48 – Elyson®, the new strawberry cultivar that will be officially introduced to the market in the 2026/27 season.

It is more than just a new variety: it is the result of a process in which genetic research, field trials and dialogue with the supply chain move forward together.

This approach enables NSG to translate evolving market needs into concrete breeding objectives and, subsequently, into new varietal offerings.

“Fruit Attraction is an important opportunity for us to assess where the market is heading and engage directly with those who grow, market and distribute fruit,” explains Nicola Tufaro, NSG breeder. “Compared with last year, we arrive with a project that has taken another step in its development: Elyson® is ready for commercial introduction, and this will allow us to broaden our dialogue with the supply chain and collect new data across different growing regions.”

Today's strawberry market requires varieties capable of meeting different needs simultaneously.

For growers, productivity, vigour and agronomic adaptability matter; for the commercial supply chain, shelf life is becoming increasingly important; for consumers, meanwhile, choice depends primarily on perceived quality at the time of consumption: colour, aroma, sweetness and flavour balance.

NSG developed Elyson® around this balance, with a varietal profile designed to create value simultaneously at different stages of the supply chain.

The new cultivar produces bright red fruit with a long shelf life and a balanced sensory profile, characterised by lasting aroma and sweetness and a harmonious balance between sugars and acids.

From an agronomic perspective, the plant stands out for its good vegetative vigour and high productivity.

The aim is to combine characteristics that are normally assessed at different stages of the supply chain, creating an offering capable of maintaining product value from the field to the consumer.

“NSG 48 is an important addition to our portfolio,” says Giuseppe Santarcangelo, NSG technical manager. “Feedback from growers and industry operators following the initial trials conducted during the previous season was positive.

We are now entering the official market introduction phase, which will be crucial for assessing the variety's performance on a larger scale and under different growing conditions.”

For NSG, the upcoming season will be Elyson®'s first commercial season. Following selection and trials, the variety is entering a phase in which engagement with growers and markets becomes an integral part of the innovation process.

Participation in Fruit Attraction thus confirms the direction taken by NSG: turning the needs of the supply chain into varietal innovation capable of generating new value.