The 2020/2021 strawberry season in the Casertano and Calabrese areas of Southern Italy is set to begin, with the introduction of the new Sabrina variety, developed by Planasa. This variety is noted for its crunchy-conical shape, bright red color, juicy pulp, and high nutritional value. It was widely adopted by producers, with 25 million seedlings sold in the 2020 campaign. Montella Bio and the Picone brothers farm are among the major producers of Sabrina strawberries, which are distributed in various markets. Planasa's focus on developing strawberry cultivars with superior flavor and aroma has been successful, providing a competitive advantage for producers. The company continues to seek innovative solutions to meet the changing needs of the market.