The grower should have a variety that will perform best under his growing conditions, will reach the produce market at peak quality, and will allow him to make a reasonable profit. It is equally important to us that the end consumer should love the taste, feel he has received value for money and will, thus, develop brand loyalty and become a returning customer. Philoseed will release a variety only after it was test grown on a target site. We will not release a variety if we did not all enjoy eating it ourselves!.