Alejandro Navarro Diaz, general manager of IVU - International Varieties Unlimited LLCA presented the new cherry varieties marketed under the MEDA® brand at Macfrut 2023.
"Our origin," says Navarro, "goes back more than 50 years when Marvin Nies, a Californian who has dedicated his entire life to creating new cherry varieties, started selecting material essentially from Bing to exploit its benefits and produce earlier varieties. His experimental orchard in California was a marvel: it was 80 acres and each tree was practically a different variety.
Since 2009, having reached an agreement with Marvin, Navarro and his research team have started breeding work on a number of varieties he has produced during his lifetime. "They are the fruits," Navarro continues, "of fruitful cross-breeding work on cherry trees, a passion that has moved Marvin throughout his life and which has resulted in the work that International Varieties Unlimited (IVU) has developed together with his family and a group of leading companies in the production and marketing of cherries worldwide.
The ability and joint work of everyone has helped to achieve valuable results. "Our selection of MEDA® varieties," Navarro concludes, "is bearing fruit and will continue to do so in the future, as Marvin has left us a great legacy to select and develop in different parts of the world."
Below, exclusively for Cherry Times, is the IVU report presented at Macfrut 2023.
17 Jul 2024
Since the 1990s, the growth of the Canadian industry has focused mainly on working with foreign countries to conclude agreements for the purchase of our fruit. Canadian cherries are exported to more than 20 countries, including Japan and South Korea.
03 Mar 2025
To preserve the quality of cherries, it is essential to control the temperature, relative humidity and gas composition (O₂ and CO₂) in the product environment during storage and transport.
26 Dec 2025
In 2024, cherry consumption in the European Union reached 629,000 tonnes, marking a +4.5% increase on an annual basis and reaching its highest level in ten years. Production, imports and exports are also growing, with Italy and Spain among the leading countries.
25 Dec 2025
La Junta de Extremadura ha distribuito 904.540 euro nel secondo pagamento dell’aiuto straordinario 2024 per i cerasicoltori colpiti dal maltempo. La misura, parte del Decreto Legge 3/2025, prevede un’ultima tranche da un milione di euro in arrivo nei prossimi giorni.
