Greek strawberries face high demand in Europe during winter, but importing planting material is challenging. Hortiland is testing Rowena F1, a seed-propagated hybrid by ABZ Seeds, which enables disease-free local cultivation. Suitable for outdoor growth and developed for North West Europe's summer, Rowena F1 thrives in Greek heat. Trials in southern Greece demonstrated high yields and weather resistance, maintaining productivity until the season's end, even in autumn when other varieties cease. This extended production period is profitable due to favorable prices, offering nearly year-round fresh strawberries.