Better3fruit is a Belgium-based company with a sole focus on breeding apple and pear. We develop new varieties, protect them by IP rights and then license them out, worldwide. Better3fruit runs one of the most innovative and largest apple and pear breeding programs in the world. In our varieties we aim at bringing all required traits together, without compromising on quality. Being a private company, there are no prior rights on our varieties and no preferred partners. Anyone, worldwide, can obtain a license on a Better3fruit variety. Better3fruit encourages strategic partnerships in order to achieve an integrated marketing, quality control and supply in line with demand. We do not release our varieties freely onto the world and hope for the best. No, instead we search for the right partner for each of our varieties, who is able to take on the challenge of creating critical mass, developing the market and building a brand.